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    Why Hulu's CEO Wants More Original Content

    By Lauren Indvik | Mashable – Tue, Jan 31, 2012

    Just how important is original and exclusive content to Hulu? That was the question AllThingsD's Peter Kafka posed to Hulu CEO Jason Kilar on stage at AllThingsD's media conference in Laguna Nigel, Calif., Tuesday morning.

    The company, a joint venture between NBCUniversal, Fox Entertainment and Disney, scaled investments in exclusive content and original series in 2011. With competition heating up with other providers of premium online video content -- think Amazon Lovefilm, Netflix and, more recently, YouTube -- one wonders how Hulu will differentiate itself going forward.

    [More from Mashable: Facebook After Death: What Should the Law Say?]

    Kilar acknowledged that while it is important for Hulu to build up a healthy offering of original and exclusive programming, that isn't the company's primary focus.

    "It's important for us to differentiate the service and create content not out there right now, [to tell] stories that aren't being told right now," he said. "Consumers are asking for it … [and] it does build up heavy differentiation. But it's not 'the thing' on our agenda; it's part of it."

    [More from Mashable: Hey Zuckerberg, Take Facebook Down for a Day]

    As such, Hulu will continue to invest in partnerships that will allow it to serve programming consumers can't get anywhere else. However, the company has no plans to become the next Lifetime or HBO, providing primarily original programming,.

    "What we want to do is create a service that distributes content to customers," Kilar said. "That's the primary goal."

    For now, that's about developing a solution that serves both content consumers and creators, one that makes premium video content available to consumers on as many connected devices and platforms as possible, and compensates content providers generously.

    Hulu generated $420 million in advertising and subscription revenues in 2011, up 60% from 2010. The company plans to spend $500 million investing in content in 2012, including fees from existing licensing deals, Kilar said. He added that Hulu does not need to raise additional funding to pay for the content.

    This story originally published on Mashable here.

     

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