• by November 9, 2007

I agree with your notion that one of the most interesting aspects of the Hulu venture is whether old media brands can yet carry their proportionate weight in the shared video space in competition with consumer-generated video...or with video styled to look like it. "Build it and they shall come" has clearly failed in an interactive online world where "the big brand media" fails to draw just because of its weight and branded URL presence. "Brand it, but push it out into the wild" will be an interesting experiment both in terms of the number and type of eyeballs it garners and in their value to the advertising/marketing community. Will shared content created from recognized branded media have value if it's presented differently and allowed to take on a life of its own out there?