Will Hulu be a For-Fee Service in 2010?

It looks like much Hulu content, especially network TV fare, will move to "for-fee" status sometime in 2010.  Hulu, owned by News Corp, NBC Universal and Walt Disney Company, is quite popular, attracting more than 300 million views in the month of February 2009, but ad revenues have been disappointing.

 “It’s time to start getting paid for broadcast content online,” says News Corp. Deputy Chairman Chase Carey.

“We’re exchanging analog dollars for digital dimes,” and that simply cannot continue, Carey says. “I think a free model is a very difficult way to capture the value of our content."

"I think what we need to do is deliver that content to consumers in a way where they will appreciate the value,” Carey adds. “Hulu concurs with that, it needs to evolve to have a meaningful subscription model as part of its business.”

Precisely what content will be "behind a pay wall" is not yet clear. Hulu is not likely to charge fees for all content on its site, but what it intends to do is not yet clear.

The planned move illustrates the continuing problem virtually all content providers and distrbutors are having with IP-delivered content: gross revenue in legacy channels is not being matched in digital channels.