“Two days ago, Hulu CEO Jason Kilar fired a shot heard round the media world with this treatise on the Hulu blog. According to the Financial Times and AllThingsD, Kilar’s attack on the entrenched view of TV and cable put him in an uncomfortable position with the joint venture owners of Hulu: Fox, Disney and NBC Universal. We thought it was worthwhile to reprint his post here.
The Hulu team is often asked about our thoughts on the future of TV. The following represents our point of view, which has been materially influenced by our daily interactions with users, advertisers, and content owners. We are fortunate to have such meaningful interactions with these three customer sets, and we are relentlessly inventing better ways to serve them.
The future of TV.
Distributors will certainly play a role in the future of TV, but we believe that three potent forces will be far more powerful in shaping that future: consumers, advertisers and content owners.
Consumers have spoken emphatically as to what they want and what they do not want in their future television experience. What we’ve heard: Traditional TV has too many ads. Users have demonstrated that they will go to great lengths to avoid the advertising load that traditional TV places upon them. Setting aside sports and other live event programming, consumers are increasingly moving to on-demand viewing, in part because of the lighter ad load (achieved via ad-skipping DVRs, traditional video-on-demand systems, and/or online viewing).
Consumers want TV to be more convenient for them. People want programs to start at a time that is convenient for their schedules, not at a time dictated to them. Consumption of original TV episodes will … read on.”