“Our goal is over time at some point having content parity. The tools aren’t mature yet—security needs to be there, second thing we need is all the tracking and measurement. If we can’t track, we can’t monetize.” Adobe (NSDQ: ADBE) Flash is still the way most CBSi users get their video; as important, it’s how ads are served.

Browser or app: CBS probably will wind up both optimizing for HTML5 browsers and offering video apps but Soohoo isn’t committing to that right now. “We’ll follow where the audiences are—as long as there’s a business model where we can get tracked, get monetized, we’ll think about building a business around it.”

Would there be a CBS app? “We have said we want to support the iPad with video,and see a timing this fall when we might do that.” As for an app, “rest assured, if there’s popular demand for an app, CBS certainly will be there.”

Soohoo sees publishing in HTML5 as a path across other devices, too. “The ultimate goal is to write once and publish in all these different places,” adding that will be easier if the world goes to HTML5.

It turns out you can’t even count on those seven episodes being available; midnight, it was down to three and those wouldn’t play. Soohoo said it’s on an ad hoc basis, with the mix likely to change and possibly even disappear as CBSi tests various tools for measurement, publishing, security. Enterprise isn’t the only HTML5 content; most of the rest are clips with a few other full episodes. Clicking on the front page of CBS.com on an iPad can turn up a treat or an blank screen. There is no direct link yet on the front to the Enterprise sandbox.

“The great thing for me about the web is we can experiment and it’s a completely measurable environment.” The slower-paced summer offers some breathing room for this kind of testing.