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Hulu

Hulu
TypeJoint venture
Foundation dateMarch 2007
HeadquartersLos Angeles, California, U.S.
Area servedUnited States and its overseas territories, Japan
Key peopleJason Kilar[1] (CEO)
RevenueIncrease $420 million (2011)[2][3]
OwnerNBCUniversal Television Group (32%)[4]
Fox Broadcasting Company (36%)
Disney-ABC Television Group (32%)
Slogan(s)Anywhere, Anytime
Websitewww.hulu.com
Alexa ranknegative increase 303 (February 2013[update])[5]
Type of siteVideo on demand
AdvertisingProprietary. Streaming video with complementary banners. Interrupts streaming video service, modeled after broadcast television.
RegistrationNot required for public content, but affords additional personalization features.
Registration and subscription required for Hulu Plus content.
Usersapx.1.5 million Hulu Plus subscribers (2011)[6][7] Unknown number of free content viewers.
Available inEnglish (U.S.), Japanese (Japan)
LaunchedOctober 29, 2007 (Hulu Syndication Network)[8]
March 12, 2008 (Hulu.com destination site)[8]
Current statusActive

Hulu is a website and over-the-top (OTT) subscription service offering ad-supported on-demand streaming video of TV shows, movies, webisodes and other new media, trailers, clips, and behind-the-scenes footage from NBC, Fox, ABC, TBS, and many other networks and studios. Hulu videos are currently offered only to users in Japan and the United States and its overseas territories.[9] Hulu provides video in Flash Video format, including many films and shows that are available in 288p, 360p, 480p, and in some cases, 720p HD. Hulu also provides web syndication services for other websites including AOL, MSN, MySpace, Facebook, Yahoo!, and Comcast's xfinityTV.

Hulu is a joint venture of NBCUniversal Television Group (Comcast),[10] Fox Broadcasting Company (News Corp) and Disney-ABC Television Group (The Walt Disney Company),[11] with funding by Providence Equity Partners, the owner of Newport Television, which made a US$100 million equity investment and received a 10% stake.[12] In October 2012, Providence sold a 10% stake at Hulu.[13]

Contents

Name

The name Hulu comes from two Mandarin Chinese words, húlú (葫芦/葫蘆), "calabash; bottle gourd", and hùlù (互录/互錄), "interactive recording". The company blog explains:

In Mandarin, Hulu has two interesting meanings, each highly relevant to our mission. The primary meaning interested us because it is used in an ancient Chinese proverb that describes the Hulu as the holder of precious things. It literally translates to "gourd," and in ancient times, the Hulu was hollowed out and used to hold precious things. The secondary meaning is "interactive recording." We saw both definitions as appropriate bookends and highly relevant to the mission of Hulu.[14]

History

The Hulu venture was announced in March 2007 with AOL, MSN, Facebook, Comcast, MySpace and Yahoo! planned as "initial distribution partners". Jason Kilar was named the CEO in June 2007.[15][16] The name Hulu was chosen in late August 2007, when the website went live, with an announcement only and no content. It invited users to leave their email addresses for the upcoming beta test.[17] In October, Hulu began the private beta testing by invitation, and later allowed users to invite friends.[18] Hulu launched for public access in the United States on March 12, 2008.[8] The first product to launch was the HULU Syndication network, which was designed and developed by the NBCUniversal team from New York, on 10-29-2007, followed by the Hulu.com destinations site.

Hulu began an advertising campaign during NBC's broadcast of Super Bowl XLIII with an initial ad starring Alec Baldwin titled "Alec in Huluwood".[19] The ad intended to humorously reveal "the shocking secret behind Hulu", portraying the site as being an "evil plot to destroy the world" by suggesting that Baldwin is really an alien in disguise.[20] Advertisements have since aired featuring Eliza Dushku, Seth MacFarlane, Denis Leary, and Will Arnett.

On April 30, 2009, Disney announced that it would join the venture, purchasing a 27% stake in Hulu.[11]

At an industry conference on October 21, 2009, News Corporation Deputy Chairman Chase Carey stated that Hulu "needs to evolve to have a meaningful subscription model as part of its business" and that it would likely start charging for at least some content by 2010.[21] Carey's comment jibes with other News Corp. heads, including Rupert Murdoch who has expressed a desire to charge for content with a number of online units.[22]

Early in 2010, Hulu chief executive Jason Kilar said the service has made a profit in two quarters, and that the company could top $100 million in revenue by summer 2010, more than its income for all of 2009. ComScore says monthly video streams reached 903 million in January 2010, over three times the figure for a year earlier,[23] and second only to YouTube.[24]

Hulu Plus, a monthly subscription service, was launched in beta (preview) on June 29, 2010 and officially launched on November 17, 2010. Like the free version of Hulu, the video available on Hulu Plus also contains commercials. However, it offers subscribers an expanded content library in the form of full seasons and more episodes of shows already available through Hulu. Hulu Plus is available on a wide range of platforms, including:

As of January 17, 2011, Hulu has streamed its own in-house web series The Morning After, a light-hearted pop-culture news show. It is produced by Hulu in conjunction with Jace Hall's HDFilms and stars Brian Kimmet and Ginger Gonzaga. Producing the show is a first for the company, which in the past has been primarily a content distributor.[25]

Hulu has been identified as a possible candidate for an IPO by 2013.[26] On August 16, 2010, a report revealed that Hulu is planning an Initial Public Offering (IPO) which could value the U.S. video viewing site at more than $2 billion.[27][28]

On June 21, 2011, The Wall Street Journal reported that an "unsolicited offer" caused Hulu to begin "weighing whether to sell itself."[29]

Starting August 15, 2011, viewers of content from Fox and related networks will have to authenticate whether they subscribe to a paid cable or satellite service wherever Fox streams episodes, including Hulu, to be able to watch them the morning after the first airing. Non-subscribers will see those episodes delayed a week before they are viewable.[30]

On October 13, 2011, Hulu and its owners have announced that they will not sell the video site after all. None of the bidders offered an amount that was satisfactory to its owners.[31]

On October 28, 2011, Hulu announced that they had inked a five-year deal with The CW, giving the streaming site access to next-day content from five of the six major networks.[32]

A little more than a year after the launch of Hulu Plus, the number of paying subscribers reaches 1.5 million paying subscribers.[33]

On January 16, 2012, Hulu announced that it would be airing its first original script based program, titled Battleground, scheduled to air in February 2012. The program will air on Hulu's free web service rather than on Hulu Plus, their premium pay site. Battleground is described as a documentary style, political drama.[34]

Hulu has decided to move into original programing. The Fashion Fund is now Hulu’s second series in less than a week. It is a six-part reality series, and the winner of the show will receive $300,000 to start their career.[35]

It was reported that in 2011 Hulu made $420 million. The figure was $80 million short of the predicted revenue.[36]

To continue with their original programming movement, Hulu announced there will be a total of seven original programs that are planned to air on their service. Battleground, Up To Speed, and a Day In The Life were already previously mentioned; however, on April 19, Hulu added four more shows to their list. Their four new shows are titled, We Got Next, The Awesomes, Don't Quit Your Daydream, and Flow. Some of these programs will start airing in 2012, while others will premiere over the next few years.[37]

On May 21, 2012, Hulu announced it would be bringing star Kevin Smith to their line-up of original programming. Smith will be hosting a new show titled Spoilers, which will be a movie discussion show set to air during the summer of 2012.[38]

Beginning October 2012, WWE programs SmackDown, NXT, Main Event and Superstars are available in full on Hulu Plus[39] while only half of Raw can be viewed.

Features

Hulu distributes video on its own website and syndicates its hosting to other sites,[40] and allows users to embed Hulu clips on their websites.[8] In addition to NBC, ABC and Fox programs and movies, Hulu carries shows from networks such as Current TV, ION Television, USA Network, Bravo, Fuel TV, FX, NFL Network, Speed, Big Ten Network, Syfy, Style, Sundance, E!, G4, Versus, A&E, Oxygen and online comedy sources such as Onion News Network.[41] Each supplier gets fifty to seventy percent of advertising revenue resulting from its content.[23]

In November 2009, Hulu also began to establish partnerships with record labels to host music videos and concert performances on the site, including EMI in November 2009,[42] and Warner Music Group in December 2009.[43]

In early March 2010, headlines were made when Vivendi announced that it was pulling two of the website's most popular shows,[44] The Daily Show and The Colbert Report, off Hulu.[44] The programs had been airing on Hulu since late 2008.[45] A spokesman for Vivendi noted: "In the current economic model, there is not that much in it for us to continue at this time. If they can get to the point where the monetization model is better, then we may go back."[45] In February 2011, both shows were made available for streaming on Hulu once again.

Hulu on TV

Since Hulu's inception, consumers have been able to watch Hulu on their TVs by connecting a computer with a streaming capable video controller to the TV via HDMI or other connection. Additionally, the Hulu Plus service, fully launched in November 2010, allows first-party access to Hulu from a variety of Blu-ray linked TVs, Internet-connected televisions, iOS devices, gaming consoles, and set-top boxes.

In late June 2010, Hulu announced that a version of the service would be available to the iTunes App Store for the iPad, iPhone and iPod Touch running iOS version 4 or higher. Viewing the content on Hulu, however, requires a subscription.[46]

In November 2010, Orb Networks announced the Orb TV box, which streams Hulu on the TV for free when used in conjunction with a computer and a smartphone.[47]

Hulu Desktop (Windows, Mac, and Linux)

Hulu has released a beta version of Hulu Desktop, a standalone program for watching Hulu programming without a web browser. The program uses a 10-foot user interface and is designed to be compatible with existing computer remote controls. It requires a Flash player and runs on Windows, Linux, and Mac OS X. Hulu Desktop cannot currently play all content that the website can.

Hulu on tablets

Hulu Plus, the monthly subscription package, unlocks the iPad application that allows streaming of some, but not all Hulu content from Wi-Fi and Wireless data networks via a dedicated iPad app. Hulu Plus is also available for the Android platform.

Hulu on smartphones

Hulu Plus, the monthly subscription package, unlocks the Android application that allows streaming all Hulu content from Wi-Fi and Wireless data networks via a dedicated app users may download freely. Hulu Plus is also available on the iOS platform.

Programming

Hulu includes programming from many sources, including:

Networks and channels

  • Fox: Fox, FX, Fox News Channel, Fox Business Network, National Geographic Channel
  • NBC Universal: NBC, CNBC, MSNBC, Syfy, Oxygen
  • The Walt Disney Company: ABC, ABC Family
  • A&E Television Networks: The Biography Channel
  • Turner Broadcasting System: TBS, TNT, Cartoon Network, truTV, CNN, Adult Swim
  • AMC Networks
  • ION Television
  • Warner Brothers: The CW

An agreement was announced in October 2011 that will allow Hulu to offer The CW Television Network content.[48] Additionally, Hulu offers CBS Broadcasting content in Japan. CBS is the only major network that does not use Hulu to distribute recently aired content in the United States. CBS does have old shows available such as Star Trek, Cosby Show, and alike.

Producers and distributors

  • NBCUniversal
  • Dreamworks SKG
  • Endemol
  • Cablevision
  • ABC
  • News Corporation
  • Sony Pictures
  • Time Warner

Hulu Original Series

  • The Morning After (2011–present)
  • A Day in the Life (2011–present)
  • Battleground (2012–present)
  • Spoilers (2012–present)
  • Up to Speed (upcoming)
  • The Wrong Mans (2013) (upcoming)
  • Behind the Mask (upcoming)
  • The Awesomes (upcoming)

Hulu Exclusive

  • Spy (2011 US Only)
  • Misfits (2011 US Only)
  • Whites (2011 US Only)
  • The Booth at the End (2011 US & Japan)
  • Mongrels (2011 US Only)
  • Rev. (2011 US Only)
  • The Yard (2011 US Only)
  • Pramface (2012 US Only)
  • Fresh Meat (2012 US Only)
  • The Thick of It (2012 US Only)
  • Mother Up (2013) (upcoming)

Availability

Currently, Hulu's content is only available in the United States and Japan with licensing reasons cited.[9] However, many Internet users are able to get around Hulu's geo-location block using proxy services.[49] Hulu was planning on launching in the UK and Ireland in September 2009, but as of April 2010 these had been abandoned for the foreseeable future after failure to sign any content deals.[50] In July 2010, the Financial Times revealed that Hulu had been working on plans for an international launch of Hulu Plus for several months, and had identified the UK and Japan as markets where its free website and subscription model could feasibly work.[51] Hulu chief executive Jason Kilar expressed his belief that the US model could be replicated elsewhere, saying "We won't be satisfied until this is a global service."[52] Hulu's first expansion into an international market took place with the launching of service in Japan on September 1, 2011.[53] Japanese users have access to a library of popular television shows such as the CSI franchise, Grey's Anatomy, Ugly Betty, and Prison Break, as well as movies such as Pirates of the Caribbean, Men in Black and Armageddon. In the near future, it will also add local content from Japan as well as entertainment from other Asian regions.[54]

As of February 2009, Hulu has pulled its content from CBS Corp.'s TV.com, and from Boxee, a software firm that makes Internet video suitable for viewing on a large screen, like a television connected to a PC.[55]

See also

References

  1. ^ "25 Smartest People in TV", Entertainment Weekly, Page 17 of 26; Accessed October 23, 2009
  2. ^ "Hulu revenue up 60 percent in 2011, to $420 million", The Verge, January 15, 2012
  3. ^ "Hulu in ’11: $420MM revenue, 1.5M paying subscribers", Gigaom, January 12, 2012
  4. ^ ""NBC Officially Owns 32 Percent of Hulu (Until Comcast Acquires It)" Page 17 of 26; Accessed February 14, 2010". Thebigmoney.com. 2010-02-03. Retrieved 2010-12-29. 
  5. ^ "Hulu.com Site Info". Alexa Internet. Retrieved 2013-02-03. 
  6. ^ verge
  7. ^ gigaom
  8. ^ a b c d "Hulu.com Opens to Public" (Press release). Hulu. 2007-03-12. http://www.hulu.com/press/launch_pres s_release.html. Retrieved 2008-03-28.
  9. ^ a b "Hulu - Support". Retrieved September 2, 2011. "We are happy to announce Hulu is now available in Japan. While we have every intention to make Hulu's growing content lineup available worldwide in the future, we don't have a timetable or any news regarding expansion beyond Japan at this time. For more information information about Hulu Japan, please visit www.hulu.jp Our intention is to make Hulu's growing content lineup available worldwide as quickly as possible. This requires working with the content owners to clear the rights for each show or film in each specific region. It's a long-term project. We don't have a definite timeline, but we'll continue to work to make it happen." 
  10. ^ Although NBCUniversal is the largest shareholder (32%) of Hulu, by the Federal Communications Commission, NBCUniversal and Comcast are required not to exercise any right to influence the conduct or operation of Hulu. "Neither Comcast nor C-NBCU shall exercise any right to influence the conduct or operation of Hulu, including those arising from agreements, arrangements or operation of its equity interests (e.g., board seats, voting for directors or other shareholder matters, management and veto rights, etc.) and C-NBCU shall as and from the date of this Order hold its interest in Hulu solely as an economic interest." (MO&O, 1/20/11, FCC Grants Approval of Comcast-NBCU Transaction, Comcast Corporation and NBC Universal, Federal Communications Commission)
  11. ^ a b Kramer, Staci D. It's Official: Disney Joins News Corp., NBCU In Hulu; Deal Includes Some Cable Nets, April 30, 2009. Retrieved October 30, 2009.
  12. ^ Brady, Shirley (2007-08-29). "NBC and Fox Jump Through Hulu Hoop". Cable360.net. Retrieved 2007-08-29. 
  13. ^ Lawler, Ryan (2012-05-12). "It’s Done: Early Hulu Investor Providence Equity Partners Has Sold Its Stake For $200M". techcrunch.com. Retrieved 2012-05-12. 
  14. ^ Kilar, Jason (2008-05-14). accessdate=2010-07-17 "What's in a Name?". 
  15. ^ "NBC Universal and News Corp. Announce New Online Video Venture" (Press release). Hulu. 2007-03-22. http://www.hulu.com/press/new_video_v enture.html. Retrieved 2008-03-28.
  16. ^ Nat Worden (2007-03-22). "Google's Still on Top". TheStreet.com. Retrieved 2007-08-29. 
  17. ^ Nat Worden (2007-08-29). "Google's New Foe: Hulu". TheStreet.com. Retrieved 2007-08-29. 
  18. ^ "Hulu Debuts Via Private Beta" (Press release). Hulu. 2007-10-29. http://www.hulu.com/press/private_bet a.html. Retrieved 2008-03-28.
  19. ^ "Hulu – Hulu TV Ads: Alec in Huluwood". http://www.hulu.com/watch/58538/hulu- tv-ads-alec-in-huluwood. Accessed May 10, 2009.
  20. ^ McCarthy, Caroline (January 26, 2009). "Hulu to shock the world with Super Bowl ad". CNET News. Retrieved 2009-02-02. 
  21. ^ Atkinson, Claire (2009-10-21). "Chase Carey: Hulu to Charge in 2010". Broadcasting & Cable. Reed Business Information. Retrieved 2009-11-08. 
  22. ^ Sandoval, Greg (22 October 2009). "More signs Hulu subscription service is coming". Media Maverick. CNET. Retrieved 4 November 2009. 
  23. ^ a b Stelter, Brian; Stone, Brad (2010-04-05). "Hulu, the online-video hub, contemplates its future". The New York Times. Retrieved 2010-04-27. 
  24. ^ Grotticelli, Michael (2010-04-26). "Hulu plans subscription service". Broadcast Engineering. Retrieved 2010-04-27. 
  25. ^ Liz Shannon Miller (2011-01-18). "New Series The Morning After Nudges Hulu Into Production". GigaOM. Retrieved 2011-05-02. 
  26. ^ "6 Reasons Groupon's Rejection Of Google Is Great For The Universe". Businessinsider.com. 2010-12-10. Retrieved 2010-12-29. 
  27. ^ U.S. video viewing site Hulu plans an IPO: report[dead link]
  28. ^ By Dealbook (2010-08-16). "Hulu Is Said to Be Ready for an I.P.O". Dealbook.blogs.nytimes.com. Retrieved 2010-12-29. 
  29. ^ VASCELLARO (2011-06-21). "Website Hulu Considers Sale". The Wall Street Journal. Retrieved 2011-06-21. 
  30. ^ Brian Stelter, The New York Times. "Fox to Limit Next-Day Streaming on Hulu to Paying Cable Customers". July 26, 2011. Retrieved July 28, 2011.
  31. ^ Parr, Ben, Mashable. "Hulu Is No Longer For Sale". October 13, 2011.
  32. ^ Wasserman, Todd, Mashable [1]
  33. ^ Nakashima, Ryan January 13, 2012. "Hulu Plus ends year with 1.5 million subscribers".
  34. ^ Rother, Larry, January 16, 2012, "Hulu Announces First Original-Script-Based Program".
  35. ^ Poggi Jeanine January 27, 2012. “Hulu Adds Unscripted Series 'The Fashion Fund,' Accelerating Original Content Effort.” http://adage.com/article/mediaworks/h ulu-introduces-fashion-fund-original- reality-series/232384/
  36. ^ Van Grove, Jennifer (January 31, 2012). "Hulu CEO Jason Kilar: Original programming is an important part of the agenda.". VentureBeat. 
  37. ^ Perez, Sarah. April 19, 2012. "Hulu Announces Four More Original Series, Bringing Total Lineup To Seven." http://techcrunch.com/2012/04/19/hulu -announces-four-more-original-series- will-feature-snl-vets-adrian-grenier- of-hbos-entourage-others/
  38. ^ Wasserman, Todd. May 21, 2012. "Hulu to Launch New Show With Kevin Smith Plus 9 Other Titles." http://mashable.com/2012/05/21/hulu-n ew-shows-kevin-smith/
  39. ^ Score exclusive access to WWE action on Hulu Plus
  40. ^ Rebecca Dana and Emily Steel (2008-03-11). "Can Hulu Find Its Mojo With Viewers?". The Wall Street Journal. Retrieved 2008-03-19. 
  41. ^ "ABC to offer shows on Hulu". The Live Feed. April 30, 2009. 
  42. ^ Albanesius, Chloe (November 18, 2009). "Hulu, EMI Strike Deal for Music Videos, Concerts". PC Magazine. Retrieved 24 December 2009. 
  43. ^ Albanesius, Chloe (December 23, 2009). "Hulu, Warner Music Sign Deal for Music Content". PC Magazine. Retrieved 24 December 2009. 
  44. ^ a b New York Daily News article: "Comedy Central's 'The Daily Show' and 'The Colbert Report' off Hulu."
  45. ^ a b Multichannel News article: "Dauman: Vivendi Could Return To Hulu."
  46. ^ Sandoval, Greg (2010-06-29). "Hulu unveils $9.99 premium service". CNET. Retrieved 2010-07-27. 
  47. ^ November 19, 2010  (2010-11-19). "Orb TV brings Hulu to the TV, minus the fee | Technology | Los Angeles Times". Latimesblogs.latimes.com. Retrieved 2010-12-29. 
  48. ^ Szalai, George (October 28, 2011). "Analysts: The CW-Hulu Deal Will Further Strengthen Network's Bottom Line After Recent Netflix Agreement". The Hollywood Reporter. Retrieved 2011-12-28. 
  49. ^ [2][dead link]
  50. ^ Barnett, Emma. Hulu 'abandons UK plans' after broadcaster talks collapse, The Daily Telegraph, April 27, 2010. Retrieved April 28, 2010.
  51. ^ Garrahan, Matthew. Hulu eyes launching global pay platform, Financial Times, July 8, 2010. Retrieved July 11, 2010.
  52. ^ Laughlin, Andrew. Hulu 'puts UK launch back on agenda', Digital Spy, July 9, 2010. Retrieved July 11, 2010.
  53. ^ "Summary Box: Hulu launches video subscription service in Japan". Washington Post. September 1, 2011. Retrieved September 2, 2011. [dead link]
  54. ^ "Hulu launches its first overseas operation in Japan". Asia Pacific Arts. 09/01/2011. 
  55. ^ Holmes, Elizabeth (2009-02-19). "Hulu Withdraws its content from TV.com, Boxee". Wall Street Journal. Retrieved 2009-02-19. 

External links

(Sebelumnya) Hugo (programming language)Human interface guidelines (Berikutnya)