• The Wrap, Monday, October 3, 2011 4 PM

First off, Hulu launched Ad Swap, which allows viewers to substitute an ad they don't like or find relevant with one of three other choices. Advertisers aren't charged if viewers don't watch their ad, and Hulu claims better performance of those chosen ads.

Second, another round of bids for a Hulu sale are due this week -- though it may not be sold at all, since its present owners -- content companies -- are concerned about whether they can be "principal players in the new world of digital streaming, or whether they will remain licensors of their products - outside vendors," writes Sharon Waxman.

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