As many developers seek new standards for developing games, videos and rich media, HTML 5 has emerged as a plug-in-free alternative for many. While the technology and standards are still actively being developed by W3C, the consortium that oversees web standards in conjunction with industry leaders, there are clear opportunities for rich media within the platform. As Flash provided a common framework for development for major video sites such as You Tube, Google itself is exploring opportunities for web-based HTML5 development on the platform with open source codecs.