I’m not so naive as to believe that what’s said in public by CEOs is what they believe, but Hulu’s Jason Kilar is still talking like he’s running an independent start up where the decisions are his.
Hulu has taken some criticism from TV executives for not boosting ad loads to a comparable level with TV, and now, given Hulu’s near sell-out position, would seem like an ideal time to flirt with more ads. But Mr. Kilar said that’s not in the plan. He’d rather see a return to what he called TV’s “golden age” in the 50s, when ads were far fewer than today. “We believe in a less-is-more approach,” he said. “We are very persnickety about the user experience and how it works for our customers.”
So far, Hulu is a free, ad-supported service, but Mr. Kilar has said in the past he’d consider TV adopting paid models, including TV Everywhere, the scheme the cable industry is testing this year in a bid to preserve their subscription revenue on the web.
via Advertising Age.
With the television industry seeming to fairly quickly line up behind the concept of TV Everywhere, in which online viewing will carry exactly the same national commercials for three days past the airdate that the show’s original telecast had, Mr. Kilar’s tune will be changing, perhaps soon, at the “request” of his shareholder overlords (NBCU, Disney, Fox), whether he likes it or not. Because whether he’s just kidding the public (or himself as well), it won’t be his decision to make.