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Its ambitions are 'TV-like,' but Facebook's video play needs to be so much more if the social network is to battle with the likes of YouTube, Netflix and Hulu. But to hear Sheryl Sandberg and her team tell it, such big bets are business as usual.

Sheryl Sandberg doesn't want to be the star, but it is her show. The moment the Facebook COO arrives at a photo shoot at the company's headquarters in Menlo Park, California, the room is hers. Her top lieutenants appear instantly energized by her entrance; the volume in the open space ticks up, and it feels like old friends getting together.

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