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Hulu gained momentum last week in its quest to be the likely de facto destination for top-shelf, full-length TV programming online, much the way Google has long been the Web's top search portal.

That looked likely even as Disney's ongoing talks to buy a stake in Hulua joint venture of NBC Universal and News Corp.sparked debate at The Cable Show in Washington, D.C., over how best to monetize online video.

The biggest questions in sorting out Web video strategies are exclusivity and whether an industry-wide plan is necessary. Hulu is emerging as a possible hub for the majority of longform TV content online.


We can't just stay with the old formula because people are afraid, Jeff Gaspin, NBCU's TV Group president, told B&C last week. Nothing we have learned scares us. NBCU's view is that consumer viewing of missed episodes online helps maintain viewer loyalty.