You can't directly "insert" either an f4v or an flv into a web page.
The correct method is to insert a media player into the page and then use the media player to play the video.
JW Player or Flow Player are both popular media players:
http://www.longtailvideo.com/
or
http://flowplayer.org/
The video player will be the .swf file that plays the video. Then use swfobject to place that .swf onto the html Web page:
http://code.google.com/p/swfobject/
Good luck!
Video Man