When I was researching formats for my own website, I decided to look up the award winners, and found that it is something taken quite seriously. See for youself:
http://www.webbyawards.com/
Fraser, if you seriously want to try this out, I know there are alot of us who would support you. Deadline for submission for this year's awards is in one week!
http://www.webbyawards.com/entries/new.php
Good luck in whatever you decide.