Now that online video is so prominent – indeed it’s mostly expected on a site of any decent size – it’s time for live video to begin making inroads. That live video’s time has come is evident if you look at research from comScore released earlier this month saying 1.4 billion minutes of live streaming video was watched in the 12 months ending in July of this year, a jump of 648 percent over the previous year.

First, while it’s been long expected, YouTube began last week to test live streaming video on its site. A number of their content partners, including Howcast, Rocketboom and others are already on board and, one would assume, more will come on board if the test goes well.

Second (and even cooler from our point of view since it involves a .tv), Dynno has begun offering software that will easily allow just about anyone to live broadcast movies, presentations and anything else to their Justin.tv channel in HD quality. That includes an app for Android devices that allows for live streaming from those mobile devices as well. The software is free for the first 10,000 downloaders.

That Dynno app is separate from Justin.tv’s own live video app, recently made available for iPhones as well as Android devices, that lets users begin streaming live video from their mobile devices immediately to their Justin.tv page or Twitter or Facebook profiles.

While technically live streaming is – and admittedly has been – logistically doable, the big key here for those getting involved is going to be raising awareness. It’s basically going to be taking the online video world and applying the same marketing lessons of standard television from 20 years, meaning the creation of appointment viewing.

Ironically, it’s been online video combined with DVR usage that has largely done away with the concept of appointment viewing outside of major events such as the Super Bowl. If the online broadcasters who are creating the new media network model want to succeed with live streaming, though, they’re going to have to dip back into history and bring out some of those same tactics.