Content field only contains a single value

The content field is generated by this plugin like:
<media:content>[whatever field content you choose</media:content>
And should generate with a lot of attributes - like this example from http://video.search.yahoo.com/mrss, the URL specified in the feed generated by this plugin:

 <media:content 
               url="http://www.foo.com/movie.mov" 
               fileSize="12216320" 
               type="video/quicktime"
               medium="video"
               isDefault="true" 
               expression="full" 
               bitrate="128" 
               framerate="25"
               samplingrate="44.1"
               channels="2"
               duration="185" 
               height="200"
               width="300" 
               lang="en" />

Is it possible? I couldn't find any other cases of attributes to a element in the Views RSS plugin.

My issue: Because I can't specify a "url" parameter for content I can't make a feed that's compatible with JWPlayer's Related Videos Plugin.

Thanks,
-Jeremy