• by Gavin O'Malley  @mp_gavin, October 17, 2013

As was widely predicted, Hulu on Thursday named Fox executive Mike Hopkins as its new CEO.

A Hulu board director since 2011, Hopkins most recently served as president of distribution for Fox Networks Group -- a division of 21st Century Fox -- since 2008.
 
Andy Forssell, who has served as acting CEO since March 2013, finally plans to cut ties with the video venture.
 
“After an extensive search, Mike was simply the best candidate for the job,” stated Anne Sweeney, co-chairman of Disney Media Networks and President of Disney/ABC Television Group.
 
Given his experience at Fox, Hopkins was seen as the best man to advance Hulu's original content strategy.
 
“He has a strong understanding of programming, digital distribution and consumer behavior,” Sweeney stated.
Analysts, however, were quick to question whether Hopkins has the vision to lead Hulu into the future.
 
“The placement of Hopkins … someone firmly connected to the traditional business … sends the signal traditional partners want to see, even as consumers continue to care nothing about the implications of Hulu on traditional TV,” said Forrester Research analyst James McQuivey. “It's a safe way forward for now, but the time will come when consumers will find Hulu's offerings lacking in comparison to all the other tools being offered to them.”
 
Added McQuivey: “It's clear that Hulu's owners intend to maintain the dual-minded approach of being disruptive on behalf of customers while still guaranteeing not to upset traditional distributors.”
 
While president of distribution for Fox Networks, Hopkins oversaw the distribution strategy, sales and marketing for Fox’s 45 linear and non-linear U.S. channels, as well as on-demand and digital extensions. Hopkins is also credited with leading the team that developed a number of pioneering authenticated and digital video products, including BTN2GO and Fox Now.
 
From Netflix to Amazon to Hulu, premium video platforms have realized the best way to stand out is with quality original programming. Trying to hold its own against other new-age TV programmers, Hulu is investing serious resources into original content.
 
Hulu recently entered into a partnership with Lionsgate Television to co-produce "Deadbeat" -- a supernatural comedy series from the same guys who helped create FX’s "Wilfred."
 
By the end of the year, Hulu said it expects to have launched about 20 titles, including shows like “The Awesomes,” “Quick Draw” and “Behind the Mask” -- slated for release by late October. Within two years, Hulu will have upwards of 40 titles to its name, Forssell said this summer.

This year, Hulu also plans to stream several new exclusive shows, including “Run,” a four-part drama about inner city life; “Fugget About It,” an animated sitcom about the misadventures of former mob boss Jimmy Falcone; and “The Strange Calls,” about bizarre late-night phone calls in a place where people turn to chickens and mermen go to the school dance.

The 5-year-old venture is owned by Walt Disney’s ABC, 21st Century Fox’s Fox and Comcast’s NBCUniversal.