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Networks Have Sharing Issues With Hulu

  • Mediaweek, Monday, September 27, 2010 11:14 PM
Advertisers are drawn to Hulu, in part, because the site is a popular place for fans to stream shows like NBC's "30 Rock" and "The Office." Trouble is, Hulu doesn't actually sell any inventory in those shows. That's because NBC has recently begun pulling back the maximum allowable amount of ad inventory within its shows on Hulu, as are its sister cable networks like USA and Bravo.

Hulu's other broadcast partners, ABC and Fox, are following suit, according to buyers familiar with Hulu's operations, though NBC has been the most aggressive as it looks to capitalize on heavy demand for video. Hulu is a joint venture among NBC Universal, News Corp. and Disney. The specifics of just how much inventory Hulu's network partners can retain is unclear. According to sources, networks can pull back 100 percent of ad inventory on two or three specified shows.



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