Best video format to use on my website - alternates to Flash video

I am currently using flash videos (F4V) on my website in a custom-made pop out flash player. Is there a more widely accepted, faster playing, higher resolution alternative to using this on our site, and can you recommend a 'magic bullet' codec/playback shell to use that will load and play the best? Any insight is much appreciated, thanks!!

Unfortunately there is not "magic bullet" when it comes to web video, to many competing players. However, the H.264 codec has become increasingly adapted and is the current de facto format for web video. It will play on 90%+ machines and devices (some say 98%).

Encode using the H.264 codec and the .mp4 wrapper. Mac, PC, iPhone, iPad, Flash, Droid can all play this video encode. There are some browsers that will not play it because it is not open source, like FireFox.

For ideal results, you want to encode using the following recommendation: http://camendesign.com/code/video_for_everybody

Alan Smith
Media317
http://media317.net