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After working at Amazon.com for nine years, in 2007 Jason Kilar (MBA ’97) became CEO of Hulu, the service that brings popular television programming and movies to computers via high-quality streaming video. Hulu, free and ad-supported, may be the next big thing; last July, after adding Disney to its existing stable of FOX, NBC, and ABC, Hulu attracted 38 million viewers, according to CNBC.com (September 8, 2009). At a panel discussion, Disney president Robert Iger asked Kilar what will replace the thirty-second ad, long a staple of broadcast television. Replying that ads may be both longer and shorter, Kilar added, “There’s already something better than the thirty-second ad.” He noted that viewer recall of ads is higher when Hulu shows fewer commercials, so that Hulu is able to charge more for those ads (HollywoodReporter.com, September 8, 2009).
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