Rapid TV News

Hulu talks to Aussie networks

Rose Major ©RapidTVNews | 31-07-2008

Australia’s commercial networks have been in talks with NBC Universal/News Corp venture Hulu.com over a dedicated Aussie internet TV portal. 

Possibly funded by in-programme advertising, such a venture could involve the networks taking an equity stake in an Australian version of Hulu.com, so far just soft-launched in the US.

With the ABC launching its own internet TV service last week, the commercial broadcasters are looking fairly flat-footed with their traditional portal-driven new media strategies, Yahoo!7 and Ninemsn. Seven and Nine have their news broadcasts streamed online but little else is available for online viewers. Network Ten has been slightly more forward-looking, developing micro-sites for its programming and making some key properties available to download. Seven, Nine and the ABC also offer programming via the Australian version of the iTunes store.

Concerned over online viewing eating into their traditional revenue stream, the commercial networks have gone out of their way to protect their properties, but have left themselves without significant online presence for their programming. A tie-up with Hulu could redress that imb    alance, allowing the networks to control their online programming without having to develop technology themselves, as the ABC has done.

But the ABC’s service could also be another option for the commercial networks. A tie-up with the public broadcaster, using its iView player, could allow the networks even more commercial control than a tie-up with a for-profit service. Kim Dalton, the ABC’s head of television, said the broadcaster was open to talks on creating an industry-wide internet TV portal.