Saw this over the weekend and thought it was worth passing on.
Optimedia US CEO Antony Young has written a piece claiming ‘Hulu is an H-Bomb Ready to Destroy the TV Industry’. And he might be right.
No one is questioning that Hulu is a great product, as a user … but commercially it could pose some real problems to those involved reasonably soon.
Young’s article looks at a few key factors that are often used by those who are involved in these ventures.
1/ If we don’t do it, someone else will
2/ Consumers want it, hence we have to give it to them
3/ It will ultimately increase TV audiences
I like his closing quote “As a media buyer, I have no vested interest in whether the broadcaster shareholders support Hulu or not. Our livelihood as an agency relies neither on supporting the status quo of traditional media nor blindly pushing the popular wisdom of digital everything.”
One thing that is interesting is the comments are all very dismissive of Young’s view. Which is kind of sad as he makes sense and in a way it shows how far away from commercially competent many involved in digital are. I think many of these comments are a result of those making them not understanding the cost realities of creating content and the revenue performance of broadcast TV.