Hulu An Evil Plot To Destroy The World Case Analysis
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Refer to the case “Hulu: An Evil Plot to Destroy the World” from the HBSP website. Answer the following questions briefly (4-5 lines each): 1. Draw the supply chain for Hulu and highlight content acquisition vs. How do companies such as Hulu and Netflix use supply chain to compete strategically?
The wonderful world of Web 2.0 allows me to watch TV shows that I have missed online for free. Seems too good to be true doesn’t it? Hulu is a website that offers commericial- supported streaming video of television shows and movies. Only offered in the
- Teaching Note—Hulu: An Evil Plot to Destroy the World? 510-128 3 ongoing basis) and optimize the return for advertisers. Managing a platform like Hulu is all about making such tradeoffs. Hulu ranks among today’s most admired online brands, and the case’s setting in the online video.
- Hence the session title: ‘Online TV and the evil plot to destroy the world’. Kilar said Hulu’s mission is to help people find and enjoy the world’s premium content “how, when and where they want it”, engendering unabashed love from users, content providers and advertisers alike.
When I have a ton of homework, am working at the store, or just forgot that my show is on I do not have to fret that I missed my shows. Not only does Hulu allow me to catch up on missed shows, it allows me to begin to start other series all the way from the beginning. For my third meditation I will discuss how Hulu.com has become part of my everyday media life and connect it to the four tool sets we learned in class. I will discuss Hulu itself, and four advertisements they used about a year ago.
Brain Triune:
Limbic- The different images, TV shows, and movies offered on Hulu all are processed through my limbic brain. Each make me feel many different emotions. The advertisements make me laugh. Also having the security that I will be able to watch my favorite shows without missing an episode make me feel at ease.
Eight Shifts:
Technological shift- From analog to digital. Talk about a technological shift, when I was younger if we missed a show I would have to wait for a rerun. To make sure we didn’t miss our favorite shows, my mom used to record them on our VCR. Today not only can I order TV shows on my television, but I can watch them from my personal laptop on Hulu with one click of the mouse.
Personal Shift- From mass to personal/participatory. Hulu offers members to login to comment their thoughts and opinions on a forum at the bottom of every episode and movie page. There users can share their views. Watching your favorite show on TV doesn’t allow you to participate in a nationwide conversation about it, but Hulu does.
Here are four advertisements (all really funny) that you should watch prior to reading my connections to the last tool sets.
Elisha Dushku for Hulu
Alec Baldwin for Hulu
Seth MacFarlane for Hulu
Denis Leary for Hulu
Seven Principles:
Ownership- Hulu is owned by a joint venture of NBC Universal (General Electric, Fox Entertainment Group (News Corp), and ABC Inc (the Walt Disney Company). Advertisers pay these huge media conglomerates to show their commercials and ads during shows. The commercial motive behind this media is obvious. To increase ratings and viewership of shows that these studios produce, and get revenue from the advertisers posting on the site.
“Reality” Construction/Trade-offs- The trade-offs of this media experience is that we are enhancing our lives through the online availabilities of television shows on Web 2.0. This media creates a reality that television shows can be watch free online, legally. The story that is not being told is that the media conglomerates who own Hulu air their studio’s shows. The actors/actresses in the commercials are in TV series on the networks who own Hulu. They are promoting their series in the commercials and on Hulu. I did not realize how beneficial it is for these huge studios to have a website like Hulu, where they receive profit from advertisers and increased ratings for their series.
Production Techniques- The advertisements use studio sets of the television series the actors are in as a background for the commercials. The music played in the background adds a feeling of
Value Messages- The value message that Hulu is trying to promote in these advertisements that Hulu is so easy to use and now you can watch your favorite shows anywhere. You can continue to “rot your brain” anywhere you can bring your laptop!
Persuasive Techniques:
Humor
-Many of Hulu’s commercials use humor to persuade viewers to watch episodes online.
-The premise of the commercials is that it was created by aliens (all Hollywood celebrities) to turn our brains into “moosh” so they can be eaten. This is hilarious!!
-Seth MacFarlane uses the voices of different characters from Family Guy to persuade through laughter.
-The slogan itself “Hulu: An evil plot to destroy the world. Enjoy!” is really clever and funny.
-Alec Baldwin uses the symbol of quotes when he introduces himself as a “TV star.”
Repetition
- Words repeated in each commercial: Free, Hulu, Mushy, Goo, Brain, and Alien.
- The phrase “TV rots your brain.”
Rhetorical question
- Alec Baldwin commercial: “You know they say TV will rot your brain?”
-Alec Baldwin commercial: “There’s nothing you can do to stop it. I mean what are you going to do turn off your TV and computer?”
Beautiful People
-The actors are good looking (with exceptions of Dennis Leary). Elisha Dushku also appeals sexually by having that alien tongue licking something.
Big Lie
- Persuading through dishonesty claiming that the actors are aliens and Hulu is a scheme to soften brains so they can eat them.
-Example: Whenever the actors speak about TV rotting our brains and that they will eat them. Also each advertisement the actor claims they are an alien with their own little tag line:
1. Eliza Dushku’s advertisement “Because we’re aliens, that’s kinda our thing.”
2. Alec Baldwin’s commercial “Because we’re aliens, and that’s how we roll.”
3. Seth MacFarlane’s commercial “Because we’re aliens, and that’s our gig.”
4. Dennis Leary’s “Because we’re aliens, and you’re not soup yet.”
Now my question for you…..Do you Hulu?
INTRODUCTION
Hulu is a website that offers its viewers online streaming of movies and TV media and this is done on-demand. This on-demand streaming of videos is ad-supported. The website, since its inception, had focused on trailers, clips, behind the scenes, TV shows, movies and other new media from NBC, Fox, ABC, WWE and other studios and networks. The Hulu website is currently being provided to the users of America, Japan and other overseas territories. The company provides videos that are normally in the flash video format and it provides a range of video qualities to view videos whichever the users choose ranging from 240p to 1080 HD. Web syndication services are also provided by this website for Facebook, AOL, MSN, Yahoo and Myspace.
Jason Kilar became the Chief Executive Officer of the Hulu Venture when this venture began in March 2007. This venture was formed by Yahoo, Comcast, AOL, MSN and MySpace. Jeff Zucker president, CEO of NBC Universal, Peter Chernin, who is the president of News Corp and the CEO of Hulu, Jason Kiler announced the deal to launch this website, However, the name Hulu was launched later in the August os 2007.
The mission of Hulu is basically to provide its users the choice of TV and movies videos where and whenever they want. They want to create an area for content owners, advertisers and users where they get that all what they desire for. The users of this website now can watch at any time of the day and any day of the week whatever TV content they desire to watch. It was in 2008, that Hulu opened the website to its online users. The Hulu website provided its users with free streaming of TV videos and movies. About 100 movies, 200 TV shows were uploaded on the website and about 5million users visited and watched the videos on Hulu. Currently, if we look at the performance of the company, the company is also a good candidate for the issue of shares and goes for an IPO by 2013. It was also revealed in 2010 that the company was to undergo an initial public offering. If the company went for an IPO, the value of the company would have been about $2 billion. The Walt Disney Company had also acquired a stake of about 27% in Hulu in 2009.
The company has also thought to launch the website in Ireland and UK in September 2009. However, the company had then failed to sign any content deals therefore, the company had abandoned their plan looking at the foreseeable future. Lately, in 2014 the company has announced to go under an agreement with South Park Studios. This agreement would be for a period of three years and the South Park studios website would be then powered by Hulu. The strong competitive advantage of Hulu is that it has strong distribution channels. The content of Hulu is integrated in the websites of its different distribution partners. If we analyze the sustainable competitive advantage of Hulu then it is clear that Hulu is good at exploiting opportunities, its sustainable competitive advantage is not possessed by many other firms, also it cannot be easily developed from scratch. However, there are other strategic equivalents of Hulu present in the industry such as YouTube.Therefore, in terms of VRIN framework Hulu’s sustainable competitive advantage is valuable, rare, inimitable but not non-substitutable.
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- 1. Please comment on the Alec Baldwin Super Bowl launch commercial. Do you believe that launching Hulu by advertising on the Super Bowl was a smart strategy? Why or why Not?
Hulu had run a TV ad in the 4th quarter of Super Bowl. The company for the first time thought to advertise the website through word of mouth advertising. This ad starred the great actor Alec Baldwin. This ad which was the very first television commercial for Hulu, was launched during a game. The actor Alec Baldwin gave a very unusual look to Hulu. He said that Hulu is a website which is actually ran by aliens. The main motive of this website is to spread television to each and every corner and this would turn the brains of all the people in mush.
When this commercial was launched it represented a complete change of strategy for the company to promote and advertise its website. The actor Alec Baldwin was shown as an alien who wants to eat away the mushy brains of people. It gave a funny perception for this entertainment portal as a weapon of mass destruction which was in fact disguised as an entertainment website. The tagline of this advertisement was ‘Hulu: an evil plot to destroy the world.................
How To Destroy The World
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In July 2009, Jason Kilar, CEO of Hulu, debating whether an online aggregator of video needs to move away from purely advertising-supported model, and whether it should participate in the sectoral initiatives for the development and testing of 'authentication' technology that could contribute to a subscription or pay per-view model. Case can be seen in the early years of Hulu, a joint venture between News Corp. and NBC Universal, which was initially met with strong skepticism, but quickly became the very famous and popular online business video. Provides detailed information about how the company serves content owners, users and advertisers. Describes the online video space enough also include economic and viewership statistics that allow the rich to discuss viable business models.
Topics include: advertising media, business models, digital technologies, distribution channels, the Internet, online media, television and video.
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by Anita Elberse, Sunil Gupta Source: Harvard Business School 29 pages. Publication Date: October 12, 2009. Prod. #: 510005-PDF-ENG
Hulu An Evil Plot To Destroy The World Case Analysis Pdf
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