Best format for HDV footage online

I'm wondering what format people are using to export their HDV footage for online consumption.
I've tried all the preset avilable in PP CS3 and either the quality sucks or the file size is way too big.
I've seen a bunch of HDV footage online and some incredible looking video (really HDV quality looking) but can't seem to get the correct settings to achieve that.
It is also possible I don't understand all the pull down kinds of things. I'm shooting at 30f. The footage is primarily intended for online/computer rather than HDTV.
Also does smaller dimensions automatically mean reduced quality? I've seem some great looking HD quality videos online and the "HD" quality is quite apparent.

Steve,
Dimensions that will be effective (for online purposes, assuming the visitor has a high bandwidth connection).
I believe 1/4 the original size of HDV will be a good starting place. So that's 480x 270 (or is it 360x270).
That's the other thing, I see some HDV online that seem wider than others. Is that because they were shot using 24f?
I've tried the various formats the media encoder allows for. I'm not really happy with the resulting quality of any of the formats. As mentioned to Christopher, the smaller I make the dimensions the worse the quality gets.
The Quicktime format in particular sucks (at least with encoded using PP CS3). The resulting video looks completely washed out and artificial). I have seen other people post their footage using quicktime and it looks great (no color correction).
The other question is: Seing that the main intent is for online purposes, should I shoot at 720p instead?

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