“We’re really not a network, we’re not a studio, we are a distributor at heart,” Hulu’s acting CEO Andy Forssell told critics in Los Angeles Wednesday. “We’re trying to connect people with content they love, no matter where it comes from.” That content might not fit anywhere else, he said, but it works for Hulu, since the company is able to identify users’ viewership patterns and “help get it to the right people quickly,” he said.
Whereas at its beginnings the company was solely focused on delivering “last night’s TV,” since 2011 its been focused on originals and exclusive acquisitions as well. “For us, that’s all first-window stuff,” he said.
So is there a common thread among its programming? Its not a network, but we “sort of look like a network” for certain shows. “If there’s a theme, it’s that there is no theme, at least at surface level,” Forssell said. “We don’t go out saying, ‘Let’s find a comedy for Thursday night to sit next to this other comedy that we have.’ We go out looking for voices.” The comparisons to traditional networks didn’t stop there. “In a way, you can say we programmed our audience.” And yet, that audience is “really broad,” and includes everyone from octogenarians to expats. “We’ve got people of almost every demo or group.”
What distinguishes Hulu in Forssell’s view is its “treasure hunting” philosophy of unearthing content that features a strong point of view. “We’re trying to find voices for people that bring a point of view with them, and then we have to say, do we have the audience. Can we find the audience for that show, and for that voice.” In 2013, the company will roll out 10 more shows, including “The Wrong Mans” (Nov 11 premiere), a serialized thriller that’s also comedic, “The Awesomes” launching Aug 1, “Quick Draw” (Aug 5), “Behind the Mask” (Oct 29) and the animated comedy “Mother Up!” (Nov 6) with Eva Longoria.

The Daily


YouTube Originals No More, Daniels Departing

Susanne Daniels, YouTube’s Global Head of Originals, is stepping down on March 1 and the company as a whole is pivoting away from its YouTube Originals initiative.

Read the Full Issue
The Skinny is delivered on Tuesday and focuses on the cable profession. You'll stay in the know on the headlines, topics and special issues you value most. Sign Up


Jan 21
Cablefax 100 – 2022 Nominations Due: January 21, 2022
Mar 11
The FAXIES 2022Entry Deadline: March 11
Apr 1
Cablefax Top Ops – 2022Nominations Due: April 1, 2022
Jun 3
The Diversity List – 2022Nomination Deadline: June 3
Aug 12
Most Powerful Women – 2022Nominations Due: August 12
Full Calendar


Seeking an INDUSTRY JOB?

Hiring? In conjunction with our sister brand, Cynopsis, we are offering hiring managers a deep pool of media-savvy, skilled candidates at a range of experience levels and sectors, The result will be an even more robust industry job board, to help both employers and job seekers.

Contact John@cynopsis.com for more information.