diff --git a/wagtail/wagtailembeds/__init__.py b/wagtail/wagtailembeds/__init__.py
index 8e3708ca92..b75cbc491d 100644
--- a/wagtail/wagtailembeds/__init__.py
+++ b/wagtail/wagtailembeds/__init__.py
@@ -1,2 +1,2 @@
 from .models import Embed
-from .embeds.embed import get_embed
+from .embeds import get_embed
diff --git a/wagtail/wagtailembeds/embeds.py b/wagtail/wagtailembeds/embeds.py
index a2cff4d627..d6be042797 100644
--- a/wagtail/wagtailembeds/embeds.py
+++ b/wagtail/wagtailembeds/embeds.py
@@ -1,29 +1,53 @@
-from datetime import datetime
-
-
+import sys
+from importlib import import_module
+import requests
 from django.conf import settings
-
-from .models import Embed
-
-import os
-module_dir = os.path.dirname(__file__)  # get current directory
-file_path = os.path.join(module_dir, 'endpoints.json')
-print file_path
-print open(file_path).read()
+from datetime import datetime
+from django.utils import six
+from wagtail.wagtailembeds.oembed_providers import get_oembed_provider
+from wagtail.wagtailembeds.models import Embed
 
 
-def get_embed_embedly(url, max_width=None):
-    # Check database
+class EmbedNotFoundException(Exception): pass
+
+class EmbedlyException(Exception): pass
+class AccessDeniedEmbedlyException(EmbedlyException): pass
+
+
+# Pinched from django 1.7 source code.
+# TODO: Replace this with "from django.utils.module_loading import import_string" when django 1.7 is released
+def import_string(dotted_path):
+    """
+    Import a dotted module path and return the attribute/class designated by the
+    last name in the path. Raise ImportError if the import failed.
+    """
     try:
-        return Embed.objects.get(url=url, max_width=max_width)
-    except Embed.DoesNotExist:
-        pass
+        module_path, class_name = dotted_path.rsplit('.', 1)
+    except ValueError:
+        msg = "%s doesn't look like a module path" % dotted_path
+        six.reraise(ImportError, ImportError(msg), sys.exc_info()[2])
+
+    module = import_module(module_path)
 
     try:
-        # Call embedly API
-        client = Embedly(key=settings.EMBEDLY_KEY)
+        return getattr(module, class_name)
     except AttributeError:
-        return None
+        msg = 'Module "%s" does not define a "%s" attribute/class' % (
+            dotted_path, class_name)
+        six.reraise(ImportError, ImportError(msg), sys.exc_info()[2])
+
+
+def embedly(url, max_width=None, key=None):
+    from embedly import Embedly
+
+    # Get embedly key
+    if key is None:
+        key = settings.EMBEDLY_KEY
+
+    # Get embedly client
+    client = Embedly(key=settings.EMBEDLY_KEY)
+
+    # Call embedly
     if max_width is not None:
         oembed = client.oembed(url, maxwidth=max_width, better=False)
     else:
@@ -31,45 +55,98 @@ def get_embed_embedly(url, max_width=None):
 
     # Check for error
     if oembed.get('error'):
-        return None
-
-    # Save result to database
-    row, created = Embed.objects.get_or_create(
-        url=url,
-        max_width=max_width,
-        defaults={
-            'type': oembed['type'],
-            'title': oembed['title'],
-            'thumbnail_url': oembed.get('thumbnail_url'),
-            'width': oembed.get('width'),
-            'height': oembed.get('height')
-        }
-    )
+        if oembed['error_code'] in [401, 403]:
+            raise AccessDeniedEmbedlyException
+        elif oembed['error_code'] == 404:
+            raise EmbedNotFoundException
+        else:
+            raise EmbedlyException
 
+    # Convert photos into HTML
     if oembed['type'] == 'photo':
         html = '<img src="%s" />' % (oembed['url'], )
     else:
         html = oembed.get('html')
 
-    if html:
-        row.html = html
-        row.last_updated = datetime.now()
-        row.save()
+    # Return embed as a dict
+    return {
+        'title': oembed['title'],
+        'type': oembed['type'],
+        'thumbnail_url': oembed.get('thumbnail_url'),
+        'width': oembed.get('width'),
+        'height': oembed.get('height'),
+        'html': html,
+    }
 
-    # Return new embed
-    return row
 
-def get_embed_oembed(url, max_width=None):
-    pass
-    
-get_embed = get_embed_oembed    
-try:
-    from embedly import Embedly
-    if hasattr(settings,'EMBEDLY_KEY'):
-        get_embed = get_embed_embedly
-except:
-    pass
-        
-print get_embed
+def oembed(url, max_width=None):
+    # Find provider
+    provider = get_oembed_provider(url)
+    if provider is None:
+        raise EmbedNotFoundException
 
-        
\ No newline at end of file
+    # Work out params
+    params = {'url': url, 'format': 'json',  }
+    if max_width:
+        params['maxwidth'] = max_width
+
+    # Perform request
+    r = requests.get(provider, params=params)
+    if r.status_code != 200:
+        raise EmbedNotFoundException
+    oembed = r.json()
+
+    # Convert photos into HTML
+    if oembed['type'] == 'photo':
+        html = '<img src="%s" />' % (oembed['url'], )
+    else:
+        html = oembed.get('html')
+
+    # Return embed as a dict
+    return {
+        'title': oembed['title'],
+        'type': oembed['type'],
+        'thumbnail_url': oembed.get('thumbnail_url'),
+        'width': oembed.get('width'),
+        'height': oembed.get('height'),
+        'html': html,
+    }
+
+
+def get_default_finder():
+    # Check if the user has set the embed finder manually
+    if hasattr(settings, 'WAGTAILEMBEDS_EMBED_FINDER'):
+        return import_string(settings.WAGTAILEMBEDS_EMBED_FINDER)
+
+    # Use embedly if the embedly key is set
+    if hasattr(settings, 'EMBEDLY_KEY'):
+        return embedly
+
+    # Fall back to oembed
+    return oembed
+
+
+def get_embed(url, max_width=None, finder=None):
+    # Check database
+    try:
+        return Embed.objects.get(url=url, max_width=max_width)
+    except Embed.DoesNotExist:
+        pass
+
+    # Get/Call finder
+    if not finder:
+        finder = get_default_finder()
+    embed_dict = finder(url, max_width)
+
+    # Create database record
+    embed, created = Embed.objects.get_or_create(
+        url=url,
+        max_width=max_width,
+        defaults=embed_dict,
+    )
+
+    # Save
+    embed.last_updated = datetime.now()
+    embed.save()
+
+    return embed
diff --git a/wagtail/wagtailembeds/embeds/__init__.py b/wagtail/wagtailembeds/embeds/__init__.py
deleted file mode 100644
index e69de29bb2..0000000000
diff --git a/wagtail/wagtailembeds/embeds/embed.py b/wagtail/wagtailembeds/embeds/embed.py
deleted file mode 100644
index 3d91a7fae6..0000000000
--- a/wagtail/wagtailembeds/embeds/embed.py
+++ /dev/null
@@ -1,80 +0,0 @@
-from datetime import datetime
-from django.conf import settings
-from ..models import Embed
-import oembed_api
-
-class EmbedlyException(Exception): pass
-class AccessDeniedEmbedlyException(Exception): pass
-class NotFoundEmbedlyException(Exception): pass
-
-def get_embed_embedly(url, max_width=None):
-    # Check database
-    try:
-        return Embed.objects.get(url=url, max_width=max_width)
-    except Embed.DoesNotExist:
-        pass
-
-    client = Embedly(key=settings.EMBEDLY_KEY)
-    
-    if max_width is not None:
-        oembed = client.oembed(url, maxwidth=max_width, better=False)
-    else:
-        oembed = client.oembed(url, better=False)
-
-    # Check for error
-    if oembed.get('error'):
-        if oembed['error_code'] in [401,403]:
-            raise AccessDeniedEmbedlyException
-        elif oembed['error_code'] == 404:
-            raise NotFoundEmbedlyException
-        else:
-            raise EmbedlyException
-
-    return save_embed(url, max_width, oembed)
-    
-
-def get_embed_oembed(url, max_width=None):
-    # Check database
-    try:
-        return Embed.objects.get(url=url, max_width=max_width)
-    except Embed.DoesNotExist:
-        pass
-
-    oembed = oembed_api.get_embed_oembed(url, max_width)
-    return save_embed(url, max_width, oembed)
-    
-   
-def save_embed(url, max_width, oembed):
-    row, created = Embed.objects.get_or_create(
-        url=url,
-        max_width=max_width,
-        defaults={
-            'type': oembed['type'],
-            'title': oembed['title'],
-            'thumbnail_url': oembed.get('thumbnail_url'),
-            'width': oembed.get('width'),
-            'height': oembed.get('height')
-        }
-    )
-
-    if oembed['type'] == 'photo':
-        html = '<img src="%s" />' % (oembed['url'], )
-    else:
-        html = oembed.get('html')
-
-    if html:
-        row.html = html
-        row.last_updated = datetime.now()
-        row.save()
-
-    return row
-
-# As a default use oembed
-get_embed = get_embed_oembed    
-try:
-    from embedly import Embedly
-    # if EMBEDLY_KEY is set and embedly library found the use embedly
-    if hasattr(settings,'EMBEDLY_KEY'):
-        get_embed = get_embed_embedly
-except:
-    pass
diff --git a/wagtail/wagtailembeds/embeds/oembed_api.py b/wagtail/wagtailembeds/embeds/oembed_api.py
deleted file mode 100644
index 8f7945577e..0000000000
--- a/wagtail/wagtailembeds/embeds/oembed_api.py
+++ /dev/null
@@ -1,52 +0,0 @@
-import os, re
-import urllib2, urllib
-from datetime import datetime
-import json
-
-class NotImplementedOembedException(Exception):
-    pass
-
-ENDPOINTS = {}
-
-def get_embed_oembed(url, max_width=None):
-    provider = None
-    for endpoint in ENDPOINTS.keys():
-        for pattern in ENDPOINTS[endpoint]:
-            if re.match(pattern, url):
-                provider = endpoint
-                break
-    if not provider:
-        raise NotImplementedOembedException
-    params = {'url': url, 'format': 'json',  }
-    if max_width:
-        params['maxwidth'] = max_width
-    req = provider+'?' +urllib.urlencode(params)
-    request = urllib2.Request(req)
-    opener = urllib2.build_opener()         
-    # Some provicers were not working without a user agent
-    request.add_header('User-Agent','Mozilla/5.0')
-    return json.loads(opener.open(request).read())
-    
-        
-# Uses the public domain collection of oembed endpoints by Mathias Panzenbpeck (panzi)
-# at https://github.com/panzi/oembedendpoints/blob/master/endpoints-regexp.json        
-
-def load_oembed_endpoints():
-    module_dir = os.path.dirname(__file__)  
-    endpoints_path  = os.path.join(module_dir, 'endpoints.json')
-    with open( endpoints_path) as f:
-        endpoints = json.loads(f.read())
-        
-        for endpoint in endpoints.keys():
-            endpoint_key = endpoint.replace('{format}', 'json')
-
-            ENDPOINTS[endpoint_key]=[]
-            for pattern in endpoints[endpoint]:
-                ENDPOINTS[endpoint_key].append(re.compile(pattern))
-    
-                
-        
-load_oembed_endpoints()
-
-        
-                
\ No newline at end of file
diff --git a/wagtail/wagtailembeds/embeds/unittests.py b/wagtail/wagtailembeds/embeds/unittests.py
deleted file mode 100644
index 4c7653b990..0000000000
--- a/wagtail/wagtailembeds/embeds/unittests.py
+++ /dev/null
@@ -1,66 +0,0 @@
-import unittest
-import oembed
-
-# Test that a bunch of oembed examples is working
-# If any of these is removed or changed then the unit test will fail
-# This is a unittest TestCase (and not a django.test one) since django 
-# database is not actually needed for these tests
-
-TEST_DATA = [
-    {
-        'url':'http://www.youtube.com/watch?v=S3xAeTmsJfg',
-        'title':'Animation: Ferret dance (A series of tubes)'
-    },
-    {
-        'url':'http://vimeo.com/86036070',
-        'title':'Wagtail: A new Django CMS'
-    },
-    {
-        'url':'https://speakerdeck.com/harmstyler/an-introduction-to-django',
-        'title':'An Introduction to Django'
-    },
-    {
-        'url':'https://ifttt.com/recipes/144705-new-twitter-followers-in-a-google-spreadsheet',
-        'title':'New Twitter followers in a Google spreadsheet'
-    },
-    {
-        'url':'http://www.hulu.com/watch/20807/late-night-with-conan-obrien-wed-may-21-2008',
-        'title':'Wed, May 21, 2008 (Late Night With Conan O\'Brien)'
-    },
-    {
-        'url':'http://www.flickr.com/photos/dfluke/5995957175/',
-        'title':'Django pony!?'
-    },
-    {
-        'url':'http://www.slideshare.net/simon/the-django-web-application-framework',
-        'title':'The Django Web Application Framework'
-    },
-    {
-        'url':'http://www.rdio.com/artist/The_Black_Keys/album/Brothers/',
-        'title':'Brothers'
-    },
-    {
-        'url':'http://instagram.com/p/kFKCcEKmBq/',
-        'title':'Family holidays in #Greece!'
-    },
-    {
-        'url':'https://www.kickstarter.com/projects/noujaimfilms/the-square-a-film-about-the-egyptian-revolution',
-        'title':'Sundance Award Winning Film on the Egyptian Revolution'
-    },
-    {
-        'url':'http://www.dailymotion.com/video/xoxulz_babysitter_animals',
-        'title':'Babysitter!'
-    }
-]
-
-class TestEmbeds(unittest.TestCase):
-    def test_get_embed_oembed(self):
-        for td in TEST_DATA:
-            embed = oembed.get_embed_oembed_low(td['url'])
-            self.assertEqual(embed['title'], td['title'] )
-            self.assertIsNotNone(embed['type'] )
-            self.assertIsNotNone(embed['width'] )
-            self.assertIsNotNone(embed['height'] )
-
-if __name__ == '__main__':
-    unittest.main()        
\ No newline at end of file
diff --git a/wagtail/wagtailembeds/endpoints.json b/wagtail/wagtailembeds/endpoints.json
deleted file mode 100644
index 7cee0cec75..0000000000
--- a/wagtail/wagtailembeds/endpoints.json
+++ /dev/null
@@ -1,114 +0,0 @@
-[
-{
-"url": "http://*.blip.tv/*", 
-"url_re": "blip\\.tv/.+", 
-"example_url": "http://pycon.blip.tv/file/2058801/", 
-"endpoint_url": "http://blip.tv/oembed/", 
-"title": "blip.tv"
-}, 
-{
-"url": "http://*.dailymotion.com/*", 
-"url_re": "dailymotion\\.com/.+", 
-"example_url": "http://www.dailymotion.com/video/x5ioet_phoenix-mars-lander_tech", 
-"endpoint_url": "http://www.dailymotion.com/api/oembed/", 
-"title": "Dailymotion"
-}, 
-{
-"url": "http://*.flickr.com/photos/*", 
-"url_re": "flickr\\.com/photos/[-.\\w@]+/\\d+/?", 
-"example_url": "http://www.flickr.com/photos/fuffer2005/2435339994/", 
-"endpoint_url": "http://www.flickr.com/services/oembed/", 
-"title": "Flickr Photos"
-}, 
-{
-"url": "http://www.hulu.com/watch/*", 
-"url_re": "hulu\\.com/watch/.*", 
-"example_url": "http://www.hulu.com/watch/20807/late-night-with-conan", 
-"endpoint_url": "http://www.hulu.com/api/oembed.json", 
-"title": "Hulu"
-}, 
-{
-"url": "http://*.nfb.ca/film/*", 
-"url_re": "nfb\\.ca/film/[-\\w]+/?", 
-"example_url": "http://www.nfb.ca/film/blackfly/", 
-"endpoint_url": "http://www.nfb.ca/remote/services/oembed/", 
-"title": "National Film Board of Canada"
-}, 
-{
-"url": "http://qik.com/*", 
-"url_re": "qik\\.com/\\w+", 
-"example_url": "http://qik.com/video/86776", 
-"endpoint_url": "http://qik.com/api/oembed.json", 
-"title": "Qik Video"
-}, 
-{
-"url": "http://*.revision3.com/*", 
-"url_re": "revision3\\.com/.+", 
-"example_url": "http://revision3.com/diggnation/2008-04-17xsanned/", 
-"endpoint_url": "http://revision3.com/api/oembed/", 
-"title": "Revision3"
-}, 
-{
-"url": "http://*.scribd.com/*", 
-"url_re": "scribd\\.com/.+", 
-"example_url": "http://www.scribd.com/doc/17896323/Indian-Automobile-industryPEST", 
-"endpoint_url": "http://www.scribd.com/services/oembed", 
-"title": "Scribd"
-}, 
-{
-"url": "http://*.viddler.com/explore/*", 
-"url_re": "viddler\\.com/explore/.*/videos/\\w+/?", 
-"example_url": "http://www.viddler.com/explore/engadget/videos/14/", 
-"endpoint_url": "http://lab.viddler.com/services/oembed/", 
-"title": "Viddler Video"
-}, 
-{
-"url": "http://www.vimeo.com/* and http://www.vimeo.com/groups/*/videos/*", 
-"url_re": "vimeo\\.com/.*", 
-"example_url": "http://www.vimeo.com/1211060", 
-"endpoint_url": "http://www.vimeo.com/api/oembed.json", 
-"title": "Vimeo"
-}, 
-{
-"url": "http://*.youtube.com/watch*", 
-"url_re": "youtube\\.com/watch.+v=[\\w-]+&?", 
-"example_url": "http://www.youtube.com/watch?v=vk1HvP7NO5w", 
-"endpoint_url": "http://www.youtube.com/oembed", 
-"title": "YouTube"
-},
-{
-"url": "http://dotsub.com/view/*", 
-"url_re": "dotsub\\.com/view/[-\\da-zA-Z]+$",
-"example_url": "http://dotsub.com/view/10e3cb5e-96c7-4cfb-bcea-8ab11e04e090", 
-"endpoint_url": "http://dotsub.com/services/oembed", 
-"title": "dotSUB.com"
-},
-{
-"url": "http://yfrog.(com|ru|com.tr|it|fr|co.il|co.uk|com.pl|pl|eu|us)/*", 
-"url_re": "yfrog\\.(com|ru|com\\.tr|it|fr|co\\.il|co\\.uk|com\\.pl|pl|eu|us)/[a-zA-Z0-9]+$",
-"example_url": "http://yfrog.com/0wgvcpj", 
-"endpoint_url": "http://www.yfrog.com/api/oembed", 
-"title": "YFrog"
-},
-{
-"url": "http://*.clikthrough.com/theater/video/*", 
-"url_re": "clikthrough\\.com/theater/video/\\d+$",
-"example_url": "http://www.clikthrough.com/theater/video/55", 
-"endpoint_url": "http://clikthrough.com/services/oembed", 
-"title": "Clikthrough"
-},
-{
-"url": "http://*.kinomap.com/*", 
-"url_re": "kinomap\\.com/.+",
-"example_url": "http://www.kinomap.com/kms-vzkpc7", 
-"endpoint_url": "http://www.kinomap.com/oembed", 
-"title": "Kinomap"
-},
-{
-"url": "http://*.photobucket.com/albums/*|http://*.photobucket.com/groups/*", 
-"url_re": "photobucket\\.com/(albums|groups)/.+$",
-"example_url": "http://img.photobucket.com/albums/v211/JAV123/Michael%20Holland%20Candle%20Burning/_MG_5661.jpg", 
-"endpoint_url": "http://photobucket.com/oembed", 
-"title": "Photobucket"
-}
-]
diff --git a/wagtail/wagtailembeds/format.py b/wagtail/wagtailembeds/format.py
index 6fac83bb34..b08955c2d0 100644
--- a/wagtail/wagtailembeds/format.py
+++ b/wagtail/wagtailembeds/format.py
@@ -2,7 +2,7 @@ from __future__ import division  # Use true division
 
 from django.utils.html import escape
 
-from .embeds.embed import get_embed
+from wagtail.wagtailembeds import get_embed
 
 
 def embed_to_frontend_html(url):
@@ -24,8 +24,8 @@ def embed_to_frontend_html(url):
 
 
 def embed_to_editor_html(url):
-    # Check that the embed exists
     embed = get_embed(url)
     if embed is None:
-        return ''
+        return
+
     return '<div class="embed-placeholder" contenteditable="false" data-embedtype="media" data-url="%s"><h3>%s</h3><p>%s</p><img src="%s"></div>' % (url, escape(embed.title), url, embed.thumbnail_url)
diff --git a/wagtail/wagtailembeds/embeds/endpoints.json b/wagtail/wagtailembeds/oembed_providers.py
similarity index 94%
rename from wagtail/wagtailembeds/embeds/endpoints.json
rename to wagtail/wagtailembeds/oembed_providers.py
index c289b71839..e60c3e5d7c 100644
--- a/wagtail/wagtailembeds/embeds/endpoints.json
+++ b/wagtail/wagtailembeds/oembed_providers.py
@@ -1,4 +1,4 @@
-{
+OEMBED_ENDPOINTS = {
     "https://speakerdeck.com/oembed.{format}": [
         "^http(?:s)?://speakerdeck\\.com/.+$"
     ],
@@ -292,4 +292,30 @@
     "http://www.ifttt.com/oembed/": [
         "^http(?:s)?://ifttt\\.com/recipes/.+$"
     ]
-}
\ No newline at end of file
+}
+
+
+# Compile endpoints into regular expression objects
+import re
+
+def compile_endpoints():
+    endpoints = {}
+    for endpoint in OEMBED_ENDPOINTS.keys():
+        endpoint_key = endpoint.replace('{format}', 'json')
+
+        endpoints[endpoint_key] = []
+        for pattern in OEMBED_ENDPOINTS[endpoint]:
+            endpoints[endpoint_key].append(re.compile(pattern))
+
+    return endpoints
+
+OEMBED_ENDPOINTS_COMPILED = compile_endpoints()
+
+
+def get_oembed_provider(url):
+    for endpoint in OEMBED_ENDPOINTS_COMPILED.keys():
+        for pattern in OEMBED_ENDPOINTS_COMPILED[endpoint]:
+            if re.match(pattern, url):
+                return endpoint
+
+    return
diff --git a/wagtail/wagtailembeds/templatetags/embed_filters.py b/wagtail/wagtailembeds/templatetags/embed_filters.py
index 5ca14a7cfc..d916c0ffba 100644
--- a/wagtail/wagtailembeds/templatetags/embed_filters.py
+++ b/wagtail/wagtailembeds/templatetags/embed_filters.py
@@ -1,7 +1,7 @@
 from django import template
 from django.utils.safestring import mark_safe
 
-from wagtail.wagtailembeds.embeds.embed import get_embed
+from wagtail.wagtailembeds import get_embed
 
 
 register = template.Library()
diff --git a/wagtail/wagtailembeds/tests.py b/wagtail/wagtailembeds/tests.py
index 233156ea20..a574692958 100644
--- a/wagtail/wagtailembeds/tests.py
+++ b/wagtail/wagtailembeds/tests.py
@@ -1,13 +1,45 @@
 from django.test import TestCase
-
-#from .embeds import get_embed
+from unittest import skip
+from wagtail.wagtailembeds import get_embed
 
 
 class TestEmbeds(TestCase):
-    # FIXME: test currently depends on a valid EMBEDLY_KEY being set - we don't particularly
-    # want to put one in runtests.py. See https://github.com/torchbox/wagtail/issues/26 for
-    # progress on eliminating Embedly as a dependency
-    def DISABLEDtest_get_embed(self):
-        # This test will fail if the video is removed or the title is changed
-        embed = get_embed('http://www.youtube.com/watch?v=S3xAeTmsJfg')
-        self.assertEqual(embed.title, 'Animation: Ferret dance (A series of tubes)')
+    def setUp(self):
+        self.hit_count = 0
+
+    def test_get_embed(self):
+        embed = get_embed('www.test.com/1234', max_width=400, finder=self.dummy_finder)
+
+        # Check that the embed is correct
+        self.assertEqual(embed.title, "Test: www.test.com/1234")
+        self.assertEqual(embed.type, 'video')
+        self.assertEqual(embed.width, 400)
+
+        # Check that there has only been one hit to the backend
+        self.assertEqual(self.hit_count, 1)
+
+        # Look for the same embed again and check the hit count hasn't increased
+        embed = get_embed('www.test.com/1234', max_width=400, finder=self.dummy_finder)
+        self.assertEqual(self.hit_count, 1)
+
+        # Look for a different embed, hit count should increase
+        embed = get_embed('www.test.com/4321', max_width=400, finder=self.dummy_finder)
+        self.assertEqual(self.hit_count, 2)
+
+        # Look for the same embed with a different width, this should also increase hit count
+        embed = get_embed('www.test.com/4321', finder=self.dummy_finder)
+        self.assertEqual(self.hit_count, 3)
+
+    def dummy_finder(self, url, max_width=None):
+        # Up hit count
+        self.hit_count += 1
+
+        # Return a pretend record
+        return {
+            'title': "Test: " + url,
+            'type': 'video',
+            'thumbnail_url': '',
+            'width': max_width if max_width else 640,
+            'height': 480,
+            'html': "<p>Blah blah blah</p>",
+        }
\ No newline at end of file
diff --git a/wagtail/wagtailembeds/views/chooser.py b/wagtail/wagtailembeds/views/chooser.py
index 94695f1a31..8a1f940c68 100644
--- a/wagtail/wagtailembeds/views/chooser.py
+++ b/wagtail/wagtailembeds/views/chooser.py
@@ -5,8 +5,7 @@ from wagtail.wagtailadmin.modal_workflow import render_modal_workflow
 from wagtail.wagtailembeds.forms import EmbedForm
 from wagtail.wagtailembeds.format import embed_to_editor_html
 
-from wagtail.wagtailembeds.embeds.oembed_api import NotImplementedOembedException
-from wagtail.wagtailembeds.embeds.embed import EmbedlyException, AccessDeniedEmbedlyException, NotFoundEmbedlyException
+from wagtail.wagtailembeds.embeds import EmbedNotFoundException, EmbedlyException, AccessDeniedEmbedlyException
 
 
 
@@ -23,27 +22,24 @@ def chooser_upload(request):
         form = EmbedForm(request.POST, request.FILES)
 
         if form.is_valid():
+            error = None
             try:
                 embed_html = embed_to_editor_html(form.cleaned_data['url'])
+                print embed_html
                 return render_modal_workflow(
                     request, None, 'wagtailembeds/chooser/embed_chosen.js',
                     {'embed_html': embed_html}
                 )
-            except Exception as e :
-                #print e
-                #import traceback
-                #traceback.print_exc()
+            except AccessDeniedEmbedlyException:
+                error = "There seems to be a problem with your embedly API key. Please check your settings."
+            except EmbedNotFoundException:
+                error = "Cannot find an embed for this URL."
+            except EmbedlyException:
+                error = "There seems to be an error with Embedly while trying to embed this URL. Please try again later."
+
+            if error:
                 errors = form._errors.setdefault('url', ErrorList())
-                if type(e) == NotImplementedOembedException:
-                    errors.append("This URL is not supported by an oembed provider. You may try embedding it using Embedly by setting a propery EMBEDLY_KEY in your settings.")
-                elif type(e) == AccessDeniedEmbedlyException:
-                    errors.append("There seems to be a problem with your embedly API key. Please check your settings.")
-                elif type(e) == NotFoundEmbedlyException:
-                    errors.append("The URL you are trying to embed cannot be found.")
-                elif type(e) == EmbedlyException:
-                    errors.append("There seems to be an error with Embedly while trying to embed this URL. Please try again later.")
-                else:
-                    errors.append(str(e)  )
+                errors.append(error)
                 return render_modal_workflow(request, 'wagtailembeds/chooser/chooser.html', 'wagtailembeds/chooser/chooser.js', {
                     'form': form,
                 })