Video Standard White Levels, RS-170 or RS-343
I found a good explanation of the confusion with 1V peak or 0.7V peak here:

http://www.avc.com.hr/eurostar/Teh_Podrska/Dokumentacija/Dokumentacija_ostalo/Video%20Standard%20overview.pdf

It seems almost always (as others have alluded to as comments in my above question), 0.7V is standard for peak white, with -0.3V for sync.