When I have 720x480 in 4:3 file and make ffv1, better convert in 1:1 up in 720X540 or down at 640x480? Dont know whats the regular, according to the web the size are 640x480...
Or need to leave at 720x480?

If you want/need a square pixel par, I would increase the width.
If it's for archiving, I wouldn't change the par. (keeping the original as untouched as possible)
Ok about the format I find
4:3 set 8x9
5:3 set 10x9
5:4 set 10x12
16:9 set 32x27
16:10 set 32x30
1,85:1 set 10x8 or 16x13 or 15X12
2,25:1 set 15x10
2,40:1 set 16x10
But what about 2,39:1?
hybrid tell this
There is no (MPEG-2, MPEG-4, ITU) standard for cinescope, but simple math tells me one should use a pixel aspect ratio of 239:125 (~1.912) for cine scope (DAR 2.39:1) content.
Cu Selur