• Advertising Age, Tuesday, May 31, 2011 3 PM

News Corp. is negotiating with Hulu to allow the site to have more ads run against Fox programs. That would be a significant change for Hulu, which since its 2007 launch has "touted significantly lighter ad loads than what viewers get on TV," according to Ad Age's Brian Sternberg.

"The talks spotlight one of the most-fevered taffy pulls of the modern media age," Sternberg continues. "Digital outlets covet network TV programs because they're often among the most-watched pieces of content. Yet letting those shows run online with a reduced ad load doesn't always make financial sense."

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