Hulu, the online video JV of News Corp and NBC Universal, makes its public debut today with programming from Warner Bros, Lionsgate and major sports leagues as well as its owners. Hulu offers full-length episodes of more than 250 TV series and over 100 movies. It also has licensing deals with the National Basketball Association and the National Hockey League.
In a new twist with Hulu is allowing users to choose the commercials they watch. Jason Kilar, Hulu's chief executive, said this would deliver more targeted audiences to advertisers. “We want to put users in control,” he said, adding the company has deals with Intel, Nissan and Best Buy. “The Holy Grail of advertising is to be as relevant and interesting as the content. This is an important step towards that end.” Users will be able to choose one of three commercials and will also be offered the opportunity to forgo any commercials in the middle of the programming in return for watching a film trailer before the programme begins.