3DVIA accepts alot of file types. Although it is a great little display program, some work better than others for textures, etc. As with anything (if you're a control freak like me), it is nice to have the control of the files on your end rather than the other. I use .3ds files to upload content because I'm somewhat lazy, lol, and it is the easiest way for me to get the textures, etc to look right.
That is where a little, low cost program called Accutrans comes in.
.obj Model loaded into Accutrans

.3ds Model loaded into Accutrans

It is both a modeling program (Can't recommend it for that) and a awesome file conversion program. It is/was popular with people who create for the Virtual Reality chat platform called Active Worlds, but is useful for ALOT of other applications. It will accept, to name a few:
.x Directx Files
.3ds files 3D Studio exprot format
.obj WavefrontFiles
.lwo Lightwave files
.cob Truespace Files
.wrl VRML Files
.x3d 3D Files (The new VRML based standard)
Etc, etc, etc
AND it will convert and save out to these formats and more.
I use it for converting and pre-flighting files for upload. It will compel you to rename your textures (If need be), as 3ds files do not like long texture names. You can do some UV mapping in it also.
and it does all this for $20 USD
Well worth the investment. You can check it out at :
http://www.micromouse.ca/
It might make it easier to upload your creation the way you envisioned it so we all can share and use it. :-)