Why can't I simply move a avi video into iTunes?

I am using the file>add file to library and then double clicking on the file I want to import but NOTHING happens. Why?

Basically you can only add a video file to Itunes if it is either MP4 or the other supported format h2.. <---- i forget what its called i had this problem when i first plugged my i-pod in and got extremely aggitated until i realised and sorted it
that said i dont therefore understand the convert for i-pod button when the only video files able to be added are already in ipod compatible format? doesnt make sense to me but then maybe im missing something i mean i am a nOOb!

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