Did you Hulu it?

November 17, 2008

by joseph.young.2009

wikipedia.org

Source: wikipedia.org

Two things recently happened to me relating to Hulu. The first happened last night when I was talking to a classmate at Rady about the most recent episode of The Office, and a funny bit about “microgement.” The gist of the conversation went as follows:

Joseph, it sounded like Jim just messed up the line in the show.


Did you Hulu it? I think he intentionally made up the word.


Did you just call me a name?

My classmate had not heard of Hulu yet. But shortly afterwards, we were able to confirm that it was “microgement” and not “micromanagement.” But how is this different than trying to look it up you YouTube? 1. It’s legal, the show is posted by NBC, and Hulu created tools to allow sharing clips via e-mail and social networks easy. Very easy. 2. The video quality is great. I can’t emphasize this enough. What makes Hulu stand out from YouTube is that the production and video quality is high. Some people thought that YouTube meant the end of television. Partially because you could watch illegally uploaded television there, but partially because people thought that there was enough good user generate content to overwhelm network television. They were wrong. As I’ve emphasized before, it just means that crappy content goes to the wayside, and great content rises to the top. Whether it’s in games, movies, television or any other form of entertainment.

The second interesting tidbit about Hulu is that it’s on the tipping point of going huge. Becoming genericized. I’m definitely not the first person to say this. But within the span of 12 months, Hulu has gone from the top 100,000 websites in the world, to the top 400. There’s a shift in the consumer’s mindset who now considers Hulu as a network rather than a portal. You can watch what you want, when you want (some limitations), and in great quality. And all you have to do is sit through a couple of 30 second commercials.

While I’m on this topic, there are some people that are understanding how to advertise on Hulu, and other who do not quite get it yet. The one who gets it is the team running Christina Aguilera‘s advertising campaign. Tradition television take a commercial and blasts it at the consumer over and over again. We’re smarter than that (at least we think). So if you play the same commercial over and over again, I’m going to take a 30 second break between segments rather than a 2 minute break, or fastforward. Christina’s crew created 4 separate 30 second commercials that formed a single 2 minute commercial that was unique and kept me interested. I’m much less likely to go on a bio break if I know the commercial is a continuation of a whole mini-show that happens to be a commercial.

Hulu did television on the internet right. Other’s are sure to follow with competitors, or if they’re smart, partnerships with Hulu. There’s already great technology and leadership behind them. It’d only be smart to build your own site if you have deep pockets.

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