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To: Proximity Video Team FROM: Su Gyeong Kim DATE: Sep 28, 2009 SUBJECT: Hulu

This is my Hulu strategy analysis. Given the increasing demand for Internet TV, many companies are offering free online content with brief ads. Hulu is one of most successful Internet services in the U. S. and has many advertising campaigns targeting the Gen- Y market.

Hulu was founded in March 2007 by NBC and New Corporation with offices in Los Angeles, New York, Chicago and Beijin. Walt Disney Company also owns stock in Hulu. They have partnerships with many studios such as MGM, Warner Bros., and Sony Pictures Television.
 * Profile**

Hulu offers free services for video which includes TV shows and movies. The customers do not need to pay a fee to watch or download content. Hulu has a huge selection of videos from almost 190 companies, including FOX, NBC Universal, ABC, Comedy Central, ABC Family, Biography, Lionsgate, Endemol, MGM, MTV Networks, National Geographic, Digital Rights Group, Paramount, PBS, Sony Pictures Television, and Warner Bros. Currently Hulu can only deliver content in the United States, but the company plans to expaned its services to other countries in the future. They also expect to work out contracts with other entertainment companies as well.


 * Competitive landscape**

Hulu is currently the dominant site in the US, however, they still tries to frame out the competition with new developments. The competition is Youtube, Joost, CBS and ABC content streamed on AOL's video site. Hulu boasts 900 film and TV titles, from inching its way, ever so slowly, from obscurity, also away from competitor Joost. Additionally, many Internet TV services are having legal trouble, and the use of illegal P2P services like Bit Torrent exposes users to computer viruses and unreliable files. Hulu has solved the legal issues and copyright problems connected with downloading and watching TV shows and movies online. Therefore, Hulu can be the best competitive landscape from other markets.

Hulu’s strategy is giving an opportunity to advertisers to associate their brands with online video content. Since Hulu’s web site has become popular so quickly, many of the companies are willing to engage in advertisement deals. Moreover, Hulu offers the continued development of innovation and new advertising experiences. They have over 250 Fortune 500 advertisers which include Johnson & Jonson, McDonald’s, Visa, American Express, Best Buy, Chili’s, DirectTV, GM, Intel, Nissan, State Farm, Unilever, Wal-Mart, Cosco, and Proctor & Gamble. Hulu also grants users access to watch Hulu.com videos everywhere including AOL, IMDB, MSN, MySpace, and Yahoo! They focus on quality and handiness for their users, and they try to offer the best possible online video experience. It gives users the ability to customize their viewing experience online and it allows users to watch their favorites or discover new shows anytime at home or one the road. Search feature helps users to find any premium video online even if it is not directly available on Hulu.com, and it does not require a download of any software. Furthermore, offers the freedom to share full-length episodes or clips via e-mail or embed on other Web sites, blogs and social networking pages, and clipping feature allows users to select a portion of the video they would like to share.  “Hulu’s simple pages are unencumbered by advertising, while the user interface is uncomplicated and intuitive…There are no blinking lights, no flashy buttons all over the place. It’s a simple, high-quality streaming experience.” (Wertheimer 2008)
 * Hulu’s Strategy**

**Gen- Y implications **
Hulu appeals to generation Y because it is much easier to watch the programs that young people want to watch when they want to watch them on the internet rather than watching cable television.  Even though, Hulu started later than other internet systems like Facebook, Google, and YouTube, however, Hulu is currently one of the most popular Internet TV services in U.S that because they have many advertising campaigns fit for Gen-Y.



__ Sources __ The Baltimore Sun, Would you pay for hulu content?. (2009, Oct. 26). Pcworld.com. Retrieved Oct. 26 from []  Bertolucci, Jeff, 5 Ways I'd Pay for Hulu. (2009, Oct. 23). Pcworld.com. Retrieved Oct. 23 from []  Dezoris, Hulu's Pay Service Could Be An Opportunity To Target New Platforms. (2009, Oct. 25). stageselect.com. Retrieved Oct. 25 from []  The Week, Paying for Hulu. (2009, Oct. 26). Pcworld.com. Retrieved Oct. 26 from []  Neiman Journalism Lab, The Fourth Estate Meets The Fourth Screen **. ** (2009, Oct. 26). Pcworld.com. Retrieved Oct. 26 from []

Blog proposal
TO: Proximity video team FROM: Su Kim SUBJECT: Blog post proposal DATE: Oct. 26

I propose that the Proximity video team creates a blog post on Hulu, one of the most popular Internet TV sources. Hulu has positioned itself to be the leader in communication between companies and Gen-Y.


 * Rationale **

Hulu new way in which people will view video. Hulu’s technology is so much better than traditional cable television that Hulu poses a threat to companies such as Comcast, s. Comcast will have to adopt a new business model to stay in the world of video content. Hulu appeals to generation Y because it is much easier to watch the programs that young people want to watch when they want to watch them on the internet rather than watching cable television. Also, Hulu can be watched from anywhere, not just from your living room.

I recommend that the video team organizes the blog around the following two web pages. Antony Young 's article titled __Hulu Is An H-Bomb Ready To Destroy The TV Industry__ is about how Hulu is a new emerging technology and is predicted to dominate the video market place. Also, ReadWriteWeb’s article titled __Competing With Hulu a Bad Move for Comcast__ is one example of Hulu’s effect on other video companies. [] []
 * Sources **

Report proposal
TO: Proximity Video Team FROM: Su Gyeong Kim DATE: NOV 25, 2009 SUBJECT: Proposal for report on Hulu

Hulu is currently the dominant Internet TV site producing millions of dollars in revenue every month from advertisements alone. The website contains a huge selection of videos from more than 190 companies. Hulu provides high resolution and a full screen option as well. I propose to write a report on how Hulu is placing itself in the market to make its internet television site popular with Gen Y consumers.

Since Hulu is an internet portal site, it has limited boundaries of connections: · Performance of HD quality video needs to be improved ( ex: stuttering) · Content searching system needs to be improved for optimized video searches · Comparing with YouTube, Hulu has a shortage of content · Expansion of site to other countries
 * <span style="color: black; font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 115%;">Need **

<span style="color: black; font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 115%;">The proposed report, “How Hulu is attracting Gen-Y” will cover the need for following topics: · <span style="color: black; font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 115%;">Video quality improvement; · <span style="color: black; font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 115%;">A broader contents searching system ; · <span style="color: black; font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 115%;">Expansions of the website’s content · <span style="color: black; font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 115%;">A plan for International expansion of Hulu
 * <span style="color: black; font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 115%;">Topic **

<span style="color: black; font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 115%;">The following are key sources for the report. I still need to find detailed analysis of Hulu’s sources. Benn Parr reports that Comcast is buying NBC, which owns Hulu. Hulu is a company that Comcast is trying to destroy. Comcast will now own 51% of NBC, thus having a great impact on major company decisions, especially in regards to Hulu. Since Comcast is now in control Ben Parr predicts that Hulu will start charging its customers by the year 2010. Comcast might also rely that the video market is changing and direct its operations towards Hulu instead of Comcast’s traditional top-down television approach.
 * <span style="color: black; font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 115%;">Sources **
 * <span style="color: #262a2c; font-family: 'Trebuchet MS','sans-serif'; font-size: 10pt; line-height: 115%;">Parr, Ben. "What Will Comcast-NBC Mean for Hulu?" Social Media News and Web Tips – Mashable – The Social Media Guide. Web. 02 Dec. 2009. <http://mashable.com/2009/12/01/comcast- hulu/>. **<span style="color: black; font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 115%;">

expert advice for the digital marketer since 1997 - ClickZ. Web. 03 Dec.2009. <http://www.clickz.com/3635815>. ** <span style="color: black; font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 115%; text-decoration: none;">[|Zachary Rodgers] <span style="color: black; font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 115%;"> reports that from digital media standpoint, Comcast is trying to get NBC Universal from GE, and it is obscure because NBC Universal consists of bigger digital properties. However, the deal affects Hulu since Comcast is seriously invested in a project to connect their subscribers’ cable accounts to online portals, which means that if this succeeds, it will brings more free ad- supported TV and cable network shows to the Internet. It could affect Hulu in that they would not be providing free services anymore. <span style="color: #262a2c; font-family: 'Trebuchet MS','sans-serif'; font-size: 10pt; line-height: 115%;"> <span style="color: black; font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 115%; text-decoration: none;">[|Harrison Hoffman] <span style="color: black; font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 115%;"> reports that Hulu pulled out new advanced search functionality to improve in the area of search. It is very beneficial for the watchers having more and more videos to sift through in their list on the Hulu website. Also, it gets more details like to filter their searches by fields such as the show title, season number, video type, network, air date, and people. As Hulu has grown larger, the search has become more difficult to find what users want. Through the advanced search option, Hulu has shown that they are making an effort to correct that problem. <span style="color: #262a2c; font-family: 'Trebuchet MS','sans-serif'; font-size: 10pt; line-height: 115%;"> <span style="color: black; font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 115%;">Meghan McPartland reports that Young Hollywood announced that they will offer new and original content on Hulu. This content will feature authentic, compelling content under the new “Young Hollywood Presents” banner. R.J Williams CEO of Young Hollywood, he says that he believes that Hulu is the future of television. The long-form series will consist of six episodes with new episodes produced and launched monthly. Also, this series will show on both Hulu and Young Hollywood and it will also show a secondary window on multiple distribution outlets.
 * <span style="color: #262a2c; font-family: 'Trebuchet MS','sans-serif'; font-size: 10pt; line-height: 115%;">Zachary, Rodgers. "Could NBC Sale to Comcast Spell Trouble for Hulu? - ClickZ." ClickZ - News and
 * <span style="color: #262a2c; font-family: 'Trebuchet MS','sans-serif'; font-size: 10pt; line-height: 115%;">Harrison, Hoffman. "Hulu focuses on search | Webware - CNET." Technology News - CNET News. Web. 03 Dec. 2009. <http://news.cnet.com/8301-17939_109-10406035-2.html>. **
 * <span style="color: #262a2c; font-family: 'Trebuchet MS','sans-serif'; font-size: 10pt; line-height: 115%;">Meghan, Mcpartland. "Young Hollywood to Offer Original Entertainment Content on Hulu." PR Newswire: press release distribution, targeting, monitoring and marketing. Web. 03 Dec. 2009. <http://www.prnewswire.com/news-releases/young-hollywood-to-offer-original- entertainment-content-on-hulu-78307882.html>. **

Team conference presentation proposal
__<span style="color: black; font-family: 'Arial','sans-serif'; font-size: 10pt; line-height: 115%;">**Talking Points** about Hulu website ( video team) __ <span style="color: black; font-family: 'Arial','sans-serif'; font-size: 10pt; line-height: 115%;"> All nations in USA were long-awaited entry into free, on-demand Web video such as Hulu. This site is a **good example of design geared to a market segment** that has been identified as having a decisive impact on everything **from the success of Face book, Google's GOOG,andYouTube to the eventual outcome of the U.S.** <span style="color: black; font-family: 'Arial','sans-serif'; font-size: 10pt; line-height: 115%;">Also, Hulu is the latest in a growing number of **new products and advertising campaigns—both experimental and fully hatched.**

Sales letter and report prospectus
<span style="color: black; display: block; font-family: 'Arial','sans-serif'; font-size: 10.5pt; text-align: center;"> <span style="color: black; display: block; font-family: 'Arial','sans-serif'; font-size: 10.5pt; text-align: left;">

December 09, 2009

Mr, John Director of Marketing Big Mama Advertising Corporation 701 E. Joppa Road Towson, MD 21286

Dear John,

I was pleasured to meet with you yesterday at Proximity’s Next Generation Media seminar regarding the Big Mama Advertising company. We need to encourage Gen-Y consumers to watch more ads in the future. Enclosed you will find a prospectus for the report I mentioned describing the new and ambitious work system called the “Hulu Desktop” service, which is being developed by our company.

As you noted yesterday Big Mama Advertising feels that many of Gen-Y consumers no longer watch advertisements via web TV anymore. Thus, we need to create a new system to address this problem. I strongly believe that Hulu Desktop systems can catch consumer’s interests and can gain more attention than previously expected.

We can provide you with a customized survey about the effectiveness of ads put in Hulu in order to help shape Big Mama’s advertising strategies. Our faculty consultants can advise your sales force on how to position new ads, and our production teams can puts these ads as TV programs that appeal to Gen-Y. In addition, we can try to make our website fancier, in order to appeal to Gen-Y consumers thus encouraging them to watch more; this will positively affect sales for the companies you represent.

I invite you and your staff to join us at Proximity’s Towson office for a special focus group session on Big Mama Advertising’s impacting to Gen-Y. After that session, you can meet with members of our group to discuss how Proximity can help you meet your marketing goals.

Sincerely Su G Kim Associate Media Analyst

enclosed

<span style="font-family: 'Times New Roman','serif'; font-size: 12pt;"> **<span style="color: black; font-family: 'Arial','sans-serif'; font-size: 12pt;">Su Gyeong Kim ** <span style="font-family: 'Arial','sans-serif'; font-size: 18pt;"> <span style="font-family: 'Times New Roman','serif'; font-size: 12pt;"> //<span style="color: black; font-family: 'Arial','sans-serif'; font-size: 12pt;">Hulu Desktop will be take advantage of viewing videos and movies on large-screen TV //<span style="font-family: 'Times New Roman','serif'; font-size: 12pt;"> || <span style="font-family: 'Times New Roman','serif'; font-size: 12pt;"> As there are an increasing number of Internet TV viewers, there are an increasing number of demands from them. Many consumers have had long standing pains with Hulu hat it could never really replace the TV watching experience simply because people have to sit uncomfortably in front of their computer for long periods of time. This makes them no longer want to watch TV from the computer. ||
 * **//<span style="color: white; font-family: 'Arial','sans-serif'; font-size: 18pt;">PROXIMITY reports //**<span style="font-family: 'Times New Roman','serif'; font-size: 12pt;"> || <span style="display: block; font-family: 'Times New Roman','serif'; font-size: 12pt; text-align: center;"> ||
 * <span style="font-family: 'Arial','sans-serif'; font-size: 12pt;"> <span style="font-family: 'Times New Roman','serif'; font-size: 12pt;"> || // connecting with Gen-Y using on-demand media // ||   ||
 * **<span style="color: maroon; font-family: 'Arial','sans-serif'; font-size: 18pt;">Hulu Desktop :Shows and Movies on Large screen **<span style="font-family: 'Times New Roman','serif'; font-size: 12pt;">
 * **//__<span style="color: #333300; font-family: 'Arial','sans-serif'; font-size: 18pt;">The problem __//**

<span style="font-family: 'Times New Roman','serif'; font-size: 12pt;">
 * **//__<span style="color: #333300; font-family: 'Arial','sans-serif'; font-size: 18pt;">Proximity’s on-demand media solution __//**<span style="font-family: 'Times New Roman','serif'; font-size: 12pt;">

Hulu had focused on apps support for Windows Media Center and Apple remotes, which will allow Gen-Y to treat their PC as an entertainment center; Gen-Y will get likely get excited from both the Window Media Center remote and the Apple Remote systems. From now on they can watch the shows from anywhere they want, thus, no longer will they have to stay in their chairs that make their necks and bodies ache from prolonged sitting. This intro media solution program is called Desktop Application. It will serve the consumers and allow them to browse through the site’s content using their computer’s remote control. Both applications are native too, so it won’t have to deal with any quirkiness from Adobe AIR. Such easy and comfort system for attract everyone’s attention. <span style="color: #333300; font-family: 'Arial','sans-serif'; font-size: 12pt;"> <span style="font-family: 'Times New Roman','serif'; font-size: 12pt;"> ||
 * <span style="color: maroon; font-family: 'Arial','sans-serif'; font-size: 12pt;">Available now at www.proximity.edu **<span style="font-family: 'Times New Roman','serif'; font-size: 12pt;">

Report
Proximity Research Report <span style="color: maroon; font-family: 'Arial','sans-serif'; font-size: 18pt; line-height: 115%; mso-fareast-font-family: 'Times New Roman';"> <span style="color: maroon; font-family: 'Arial','sans-serif'; font-size: 18pt; line-height: 115%; mso-fareast-font-family: 'Times New Roman';"> **<span style="color: black; font-family: 'Arial','sans-serif'; font-size: 16pt; line-height: 115%; mso-fareast-font-family: 'Times New Roman'; mso-themecolor: text1;">Hulu Desktop: Shows and Movies on Large screen ** <span style="color: black; font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 115%; mso-bidi-font-weight: bold; mso-fareast-font-family: 'Times New Roman'; mso-themecolor: text1;"> // Hulu Desktop Will Recover Gen-Y to Watch Internet TV & Advertisement  // <span style="color: black; font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 115%; mso-bidi-font-weight: bold; mso-fareast-font-family: 'Times New Roman'; mso-themecolor: text1;"> <span style="color: black; font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 115%; mso-bidi-font-weight: bold; mso-fareast-font-family: 'Times New Roman'; mso-themecolor: text1;">By Su Gyeong Kim <span style="color: black; font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 115%; mso-bidi-font-weight: bold; mso-fareast-font-family: 'Times New Roman'; mso-themecolor: text1;"> <span style="color: black; font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 115%; mso-bidi-font-weight: bold; mso-fareast-font-family: 'Times New Roman'; mso-themecolor: text1;"> <span style="color: black; font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 115%; mso-bidi-font-weight: bold; mso-fareast-font-family: 'Times New Roman'; mso-themecolor: text1;">Fall 2009 <span style="color: black; font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 115%; mso-bidi-font-weight: bold; mso-fareast-font-family: 'Times New Roman'; mso-themecolor: text1;"> <span style="color: black; font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 115%; mso-bidi-font-weight: bold; mso-fareast-font-family: 'Times New Roman'; mso-themecolor: text1;"> <span style="color: black; font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 115%; mso-bidi-font-weight: bold; mso-fareast-font-family: 'Times New Roman'; mso-themecolor: text1;"> <span style="color: black; font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 115%; mso-bidi-font-weight: bold; mso-fareast-font-family: 'Times New Roman'; mso-themecolor: text1;"> <span style="color: black; font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 115%; mso-bidi-font-weight: bold; mso-fareast-font-family: 'Times New Roman'; mso-themecolor: text1;"> <span style="color: black; font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 115%; mso-bidi-font-weight: bold; mso-fareast-font-family: 'Times New Roman'; mso-themecolor: text1;"> <span style="color: black; font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 115%; mso-bidi-font-weight: bold; mso-fareast-font-family: 'Times New Roman'; mso-themecolor: text1;"> <span style="color: black; font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 115%; mso-bidi-font-weight: bold; mso-fareast-font-family: 'Times New Roman'; mso-themecolor: text1;"> <span style="color: black; font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 115%; mso-bidi-font-weight: bold; mso-fareast-font-family: 'Times New Roman'; mso-themecolor: text1;"> <span style="color: black; font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 115%; mso-bidi-font-weight: bold; mso-fareast-font-family: 'Times New Roman'; mso-themecolor: text1;"> <span style="color: black; font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 115%; mso-bidi-font-weight: bold; mso-fareast-font-family: 'Times New Roman'; mso-themecolor: text1;"> <span style="color: black; font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 115%; mso-bidi-font-weight: bold; mso-fareast-font-family: 'Times New Roman'; mso-themecolor: text1;"> **<span style="color: black; font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 115%; mso-fareast-font-family: 'Times New Roman'; mso-themecolor: text1;">Table of Contents ** <span style="color: black; font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 115%; mso-bidi-font-weight: bold; mso-fareast-font-family: 'Times New Roman'; mso-themecolor: text1;">Executive Summary 1 <span style="color: black; font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 115%; mso-bidi-font-weight: bold; mso-fareast-font-family: 'Times New Roman'; mso-themecolor: text1;">Introduction: Internet TV’s Fluctuation 2 <span style="color: black; font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 115%; mso-bidi-font-weight: bold; mso-fareast-font-family: 'Times New Roman'; mso-themecolor: text1;">Benefits of using Hulu Desktop  3 <span style="color: black; font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 115%; mso-bidi-font-weight: bold; mso-fareast-font-family: 'Times New Roman'; mso-themecolor: text1;">Getting Hulu Desktop <span style="color: black; font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 115%; mso-bidi-font-weight: bold; mso-fareast-language: KO; mso-themecolor: text1; msobidifontweight: bold; msofareastlanguage: KO; msotabcount: 2; msothemecolor: text1;"> <span style="color: black; font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 115%; mso-bidi-font-weight: bold; mso-fareast-font-family: 'Times New Roman'; mso-themecolor: text1;">4 <span style="color: black; font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 115%; mso-bidi-font-weight: bold; mso-fareast-font-family: 'Times New Roman'; mso-themecolor: text1;">Benefits to advertisers <span style="color: black; font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 115%; mso-bidi-font-weight: bold; mso-fareast-language: KO; mso-themecolor: text1; msobidifontweight: bold; msofareastlanguage: KO; msotabcount: 2; msothemecolor: text1;"> <span style="color: black; font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 115%; mso-bidi-font-weight: bold; mso-fareast-font-family: 'Times New Roman'; mso-themecolor: text1;">5 <span style="color: black; font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 115%; mso-bidi-font-weight: bold; mso-fareast-font-family: 'Times New Roman'; mso-themecolor: text1;">Recommendation 8 <span style="color: black; font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 115%; mso-bidi-font-weight: bold; mso-fareast-font-family: 'Times New Roman'; mso-themecolor: text1;">References 9 <span style="color: black; font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 115%; mso-bidi-font-weight: bold; mso-fareast-language: KO; mso-themecolor: text1;"> <span style="color: black; font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 115%; mso-bidi-font-weight: bold; mso-fareast-font-family: 'Times New Roman'; mso-themecolor: text1;"> <span style="color: black; font-family: 'Arial','sans-serif'; font-size: 10pt; line-height: 115%; mso-fareast-language: KO;"> **<span style="color: black; font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 115%; mso-fareast-font-family: 'Times New Roman'; mso-themecolor: text1;">Executive Summary ** <span style="color: black; font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 115%; mso-bidi-font-weight: bold; mso-fareast-font-family: 'Times New Roman'; mso-themecolor: text1;">Since launching in late 2007, Hulu had fair deal with consumers that let them watch their favorite TV shows and movies from their computers, with free of charge. But aside from improving the user experience with assorted facts like smart thumbnails, improved navigation, and social feature, the site hasn’t really done anything extreme to expand its functionality. Thus, it made Hulu to change today, now Hulu is releasing its own desktop application which this called “Hulu Desktop.” It allows watchers to browse through the site’s content using the computer’s remote control (both the Windows Media Center remote and the Apple Remote). Both applications are native too, so it won’t need to waste time for dealing with any quirkiness from Adobe AIR. The benefit for the watchers can watch the shows from anywhere they want. Proximity clients should star today by joining one of this great offer programs. <span style="color: black; font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 115%; mso-bidi-font-weight: bold; mso-fareast-font-family: 'Times New Roman'; mso-themecolor: text1;"> <span style="color: black; font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 115%; mso-bidi-font-weight: bold; mso-fareast-font-family: 'Times New Roman'; mso-themecolor: text1;">Since US’s media systems are growing amazingly fast, the number of Internet TV subscriber’s also increased in recent years. It might affect of the Internet industries to develop their services and upgrade of systems more often. Particularly, young generation is easily changing their mind to other interests’ fact on media world. <span style="color: black; font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 115%; mso-bidi-font-weight: bold; mso-fareast-font-family: 'Times New Roman'; mso-themecolor: text1;">Below data is showing that more than 11 % in young adult age 18 to 34 now watches TV online at least once a week, and these internet TV watchers also spend an extra hour each day with media compared with their same age counterparts, <span style="color: black; font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 115%; mso-bidi-font-weight: bold; mso-fareast-font-family: 'Times New Roman'; mso-themecolor: text1; text-decoration: none; text-underline: none;">[|according to] <span style="color: black; font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 115%; mso-bidi-font-weight: bold; mso-fareast-font-family: 'Times New Roman'; mso-themecolor: text1;"> new data from <span style="color: black; font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 115%; mso-bidi-font-weight: bold; mso-fareast-font-family: 'Times New Roman'; mso-themecolor: text1; text-decoration: none; text-underline: none;">[|Knowledge Networks] <span style="color: black; font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 115%; mso-bidi-font-weight: bold; mso-fareast-font-family: 'Times New Roman'; mso-themecolor: text1;">. <span style="color: black; font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 115%; mso-bidi-font-weight: bold; mso-fareast-font-family: 'Times New Roman'; mso-themecolor: text1;">Specifically, the 18 to34 “leading edge media group” defined by their increased weekly viewing of TV programs online has grown from 10% of the overall age group in fall 2007 to 12% in spring 2008, Knowledge Networks said. This group spends 80% more time online than the general 18 to 34 population and 16% more time (about 1.25 hours per day more) with media in general. <span style="color: blue; mso-fareast-language: KO; mso-no-proof: yes; text-decoration: none; text-underline: none;">                <span style="color: black; font-family: 'Times New Roman','serif'; font-size: 14pt; line-height: 115%; mso-bidi-font-weight: bold; mso-fareast-font-family: 'Times New Roman'; mso-themecolor: text1;"> <span style="color: black; font-family: 'Times New Roman','serif'; font-size: 10pt; line-height: 115%; mso-fareast-font-family: 'Times New Roman'; mso-themecolor: text1;"> <span style="color: black; font-family: 'Times New Roman','serif'; font-size: 10pt; line-height: 115%; mso-bidi-font-weight: bold; mso-fareast-font-family: 'Times New Roman'; mso-themecolor: text1;">Source: Knowledge Networks <span style="color: black; font-family: 'Times New Roman','serif'; font-size: 10pt; line-height: 115%; mso-bidi-font-weight: bold; mso-fareast-font-family: 'Times New Roman'; mso-themecolor: text1; text-decoration: none; text-underline: none;">[] <span style="color: black; font-family: 'Times New Roman','serif'; font-size: 10pt; line-height: 115%; mso-bidi-font-weight: bold; mso-fareast-font-family: 'Times New Roman'; mso-themecolor: text1;"> <span style="color: black; font-family: 'Times New Roman','serif'; font-size: 14pt; line-height: 115%; mso-fareast-language: KO; mso-themecolor: text1;"> <span style="color: black; font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 115%; mso-bidi-font-weight: bold; mso-fareast-font-family: 'Times New Roman'; mso-themecolor: text1;">Hulu Desktop is the lean back viewing experience for a personal computer. It features a sleek new look that's optimized for use with standard Windows Media Center remote controls, Apple remote controls and other remote controls allowing to navigate Hulu's entire library with just six buttons.
 * <span style="color: black; font-family: 'Times New Roman','serif'; font-size: 14pt; line-height: 115%; mso-fareast-font-family: 'Times New Roman'; mso-themecolor: text1;">Introduction: Internet TV’s Fluctuation **
 * <span style="color: black; font-family: 'Times New Roman','serif'; font-size: 14pt; line-height: 115%; mso-fareast-font-family: 'Times New Roman'; mso-themecolor: text1;">Focus on Gen-Y subscribers **
 * <span style="color: black; font-family: 'Times New Roman','serif'; font-size: 10pt; line-height: 115%; mso-fareast-font-family: 'Times New Roman'; mso-themecolor: text1;"> Figure1. **<span style="color: black; font-family: 'Times New Roman','serif'; font-size: 10pt; line-height: 115%; mso-bidi-font-weight: bold; mso-fareast-font-family: 'Times New Roman'; mso-themecolor: text1;"> Distribution of total Internet time devoted to the specific listed activities
 * <span style="color: black; font-family: 'Times New Roman','serif'; font-size: 14pt; line-height: 115%; mso-fareast-font-family: 'Times New Roman'; mso-themecolor: text1;">Benefits of using Hulu Desktop **<span style="color: black; font-family: 'Arial','sans-serif'; font-size: 10pt; line-height: 115%;">

One of the biggest benefits Hulu Desktop provides is the ability to turn on TV connected computer into a replacement for cable TV. Hulu broadcasts many mainstream TV shows about a day after they air, and by hooking from computer to a TV will be able to watch people just like they would if they were paying for cable. Hulu Desktop is currently in beta and is a part of Hulu’s newly launched Labs site. Even if the person do not have computer connected to a TV, Hulu Desktop still provides an improved viewing experience without having to rely on web browser.

<span style="color: black; font-family: 'Times New Roman','serif'; font-size: 14pt; line-height: 115%; mso-fareast-language: KO; mso-themecolor: text1;"> <span style="color: black; font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 115%; mso-bidi-font-weight: bold; mso-fareast-font-family: 'Times New Roman'; mso-themecolor: text1;">Use the "menu" or "back" button on remote to toggle between the current video and the menu (on the PC, use the tab or escape key). From the menu, use left or right keys to move between menu items and press "OK" or "Play" on remote to choose a selection. While watching the video, it can view of progress within the video by tapping the up or down arrow, and then use the same arrows to adjust volume. The remote also controls playback: it can pause or resume a video (use the spacebar on the keyboard), jump forward or back, or seek a particular scene.
 * <span style="color: black; font-family: 'Times New Roman','serif'; font-size: 14pt; line-height: 115%; mso-fareast-font-family: 'Times New Roman'; mso-themecolor: text1;">Getting Hulu Desktop **<span style="color: black; font-family: 'Times New Roman','serif'; font-size: 14pt; line-height: 115%; mso-fareast-font-family: 'Times New Roman'; mso-themecolor: text1;">
 * <span style="color: black; font-family: 'Times New Roman','serif'; font-size: 14pt; line-height: 115%; mso-fareast-font-family: 'Times New Roman'; mso-themecolor: text1;">Navigating Hulu Dektop **<span style="color: black; font-family: 'Arial','sans-serif'; font-size: 10pt; line-height: 115%;"> <span style="color: black; font-family: 'Arial','sans-serif'; font-size: 10pt; line-height: 115%;">

Scan Hulu's lineup of TV shows and movies, which it can browse in alphabetical order, by network or studio, or by Hulu channel. Watch a random video anytime by pressing and holding the "play" or "enter" button on the remote. Press and hold the "menu" button (tab or escape on the keyboard) to pull up a video menu to browse other options.

Get the most out of Hulu Desktop by linking it to Hulu account. If person do not have an account, sign up for one at hulu.com and then start Hulu Desktop, where it can scroll down the main menu to "Profiles" and log in by adding profiles. From there, it can access personalized data to account, including queue, subscriptions and viewing history. Go to "preferences" under the account for custom settings, ranging from closed captioning settings to video playback quality.
 * <span style="color: black; font-family: 'Times New Roman','serif'; font-size: 14pt; line-height: 115%; mso-fareast-font-family: 'Times New Roman'; mso-themecolor: text1;">Personalizing Hulu Desktop **<span style="color: black; font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 115%; mso-fareast-font-family: 'Times New Roman'; mso-themecolor: text1;"> <span style="color: black; font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 115%; mso-bidi-font-weight: bold; mso-fareast-font-family: 'Times New Roman'; mso-themecolor: text1;">

<span style="color: black; font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 115%; mso-bidi-font-weight: bold; mso-fareast-language: KO; mso-themecolor: text1;"> <span style="color: black; font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 115%; mso-bidi-font-weight: bold; mso-fareast-font-family: 'Times New Roman'; mso-themecolor: text1; msobidifontweight: bold; msofareastfontfamily: 'Times New Roman'; msospacerun: yes; msothemecolor: text1;"> **<span style="color: black; font-family: 'Times New Roman','serif'; font-size: 14pt; line-height: 115%; mso-fareast-font-family: 'Times New Roman'; mso-themecolor: text1;">Benefits to advertisers ** <span style="color: black; font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 115%; mso-bidi-font-weight: bold; mso-fareast-font-family: 'Times New Roman'; mso-themecolor: text1;">Hulu’s top priority is to create a service that advertisers, content providers and users unabashedly love. At Hulu Desktop, we had more concern to create a upgrade superior advertising environment by focusing on a quality user experience and to continuously improve viewing, participation and engagement through innovation. Advertisers benefit from Hulu Desktop’s environment, which is clean, simple and elegant, and has an audience that is engaged in the viewing experience. Additionally, with Hulu Desktop’s substantial and growing audience, advertisers’ brands can reach consumers on Hulu, through our distribution partners, or on the network of viral video players that have been embedded across the web. Hulu Desktop is committed to the continual improvement of online ad effectiveness through innovating new and more interactive ad formats and models that advertisers want. Also, we are willing to work very closely with advertisers to continually innovate, experiment and find the right marketing solutions for their brands. <span style="color: black; font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 115%; mso-bidi-font-weight: bold; mso-fareast-font-family: 'Times New Roman'; mso-themecolor: text1;">The recent launch of Hulu Desktop has made the use of terrific service even more enjoyable. In addition to being available for the Mac, Hulu Desktop can also be used on Windows and Linux based computers <span style="color: black; font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 115%; mso-bidi-font-weight: bold; mso-fareast-language: KO; mso-themecolor: text1;">. It will bring people to watch their TV from Hulu Desktop, and it will be a great deal for the ad company. <span style="color: black; font-family: 'Times New Roman','serif'; font-size: 12pt; line-height: 115%; mso-ansi-language: EN; mso-bidi-font-weight: bold; mso-fareast-language: KO; mso-themecolor: text1;"> <span style="color: black; font-family: 'Arial','sans-serif'; font-size: 10pt; line-height: 115%;">
 * <span style="color: black; font-family: 'Times New Roman','serif'; font-size: 14pt; line-height: 115%; mso-fareast-font-family: 'Times New Roman'; mso-themecolor: text1;">Recommendation **<span style="color: black; font-family: 'Times New Roman','serif'; font-size: 14pt; line-height: 115%; mso-fareast-language: KO; mso-themecolor: text1;">

<span style="color: black; font-family: 'Arial','sans-serif'; font-size: 10pt; line-height: 115%; mso-fareast-language: KO;"> **References**<span style="color: black; font-family: 'Arial','sans-serif'; font-size: 10pt; line-height: 115%;"> <span style="color: #262a2c; font-family: 'Trebuchet MS','sans-serif'; font-size: 10pt; mso-bidi-font-family: 'Times New Roman'; mso-fareast-font-family: 'Times New Roman';">Wondrasek, Evan. __"Hulu Desktop Lets You Watch TV Online Without The Browser |." Techerator.__ <span style="color: #262a2c; font-family: 'Trebuchet MS','sans-serif'; font-size: 10pt; mso-bidi-font-family: 'Times New Roman'; mso-fareast-font-family: 'Times New Roman';">Evan Wondraek. <span style="color: #262a2c; font-family: 'Trebuchet MS','sans-serif'; font-size: 10pt; mso-bidi-font-family: 'Times New Roman'; mso-fareast-font-family: 'Times New Roman';"> <span style="color: #262a2c; font-family: 'Trebuchet MS','sans-serif'; font-size: 10pt;">"Press Release - 11% of Young Adults Watch TV Online Weekly; Are Heavier Users of Media Overall." __Knowledge Networks__.” <http://www.knowledgenetworks.com/news/releases/2008/111908_onlinetv.html>. <span style="color: #262a2c; font-family: 'Trebuchet MS','sans-serif'; font-size: 10pt; mso-bidi-font-family: 'Times New Roman'; mso-fareast-font-family: 'Times New Roman';"> <span style="color: #262a2c; font-family: 'Trebuchet MS','sans-serif'; font-size: 10pt;"> <span style="color: #262a2c; font-family: 'Trebuchet MS','sans-serif'; font-size: 10pt;">Cheng, Jacqui. "Hands-on: much to like in Hulu Desktop." Ars Technica. <http://arstechnica.com/software/news/2009/05/hulu-desktop-breaks-streaming-tv-shows-out-of-the-browser.ars>. <span style="color: #262a2c; font-family: 'Trebuchet MS','sans-serif'; font-size: 10pt; mso-fareast-language: KO;"> <span style="color: #262a2c; font-family: 'Trebuchet MS','sans-serif'; font-size: 10pt; mso-fareast-language: KO;"> <span style="color: #262a2c; font-family: 'Trebuchet MS','sans-serif'; font-size: 10pt; mso-bidi-font-family: 굴림; mso-fareast-font-family: 굴림; mso-fareast-language: KO;">Warren, Christina. "Hulu Desktop app gives full-screen experience to Mac users." //TUAW -- The Unofficial Apple Weblog//. <http://www.tuaw.com/2009/05/28/hulu-desktop-app-gives-full-screen-experience-to-mac-users/>. <span style="color: #262a2c; font-family: 'Trebuchet MS','sans-serif'; font-size: 10pt; mso-bidi-font-family: 굴림; mso-fareast-font-family: 굴림; mso-fareast-language: KO;"> <span style="color: #262a2c; font-family: 'Trebuchet MS','sans-serif'; font-size: 10pt; mso-bidi-font-family: 굴림; mso-fareast-font-family: 굴림; mso-fareast-language: KO;">Stepen <span style="color: #262a2c; font-family: 'Trebuchet MS','sans-serif'; font-size: 10pt; mso-ansi-language: EN;">, Lp. "Mac Software Review: Hulu Desktop for Mac OS X." //Find Science & Technology Articles, Buyer's Guides, Computer Hardware & Software Reviews And The Latest Tech News At Bright Hub//. <http://www.brighthub.com/computing/mac-platform/reviews/58747.aspx>. <span style="color: #262a2c; font-family: 'Trebuchet MS','sans-serif'; font-size: 10pt; mso-bidi-font-family: 굴림; mso-fareast-font-family: 굴림; mso-fareast-language: KO;"> <span style="color: #262a2c; font-family: 'Trebuchet MS','sans-serif'; font-size: 10pt; mso-fareast-language: KO;">

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