Andy ForssellCEO of Hulu

Education “There are many ways to look

at my bio and think it makes no sense what I’m doing”

BS in electrical engineering (Carnegie Mellon, 1987)

BS in Russian Studies (United States Military Academy, 1990)

MBA at Harvard Business School (1997)

Early Career Began in U.S. Army

Captain in Armored Cavalry

VP, CRM OnDemand Operations and Customer Care at Siebel Systems Software company involved in

customer relationship management applications

VP, CRM OnDemand Operations at Oracle Corporation American multinational computer

technology corporation

Television Industry Before Hulu While online streaming was

available via subscription sites like Netflix, no options were using the broadcast television model Subscription services charged

with no ads No legal way of streaming

episodes before a season was released for free In 2007, most broadcasting

companies didn’t offer streaming on their websites

The Idea Behind Hulu Website and subscription

service offering ad-supported on-demand streaming video of TV shows, movies, webisodes and other new media, trailers, clips, and behind-the-scenes footage from NBC, Fox, ABC, TBS, and many other networks and studios

Currently 480 content companies

Free unless subscribed to Hulu Plus

Streams episodes before full season is released

How Hulu Started Venture announced in March

2007 with “initial distribution partners” AOL, FaceBook, MSN

Jason Kilar named CEO in June 2007

Andy Forssell named Senior Vice President of Content in June 2007

The name “Hulu” was chosen in August 2007 when the website went live with no content

Launched with public access in U.S. in March 2008 after beta testing

How Hulu Started Began advertising

campaign during the Super Bowl XLIII in 2009 “Alec in Huluwood”

http://www.hulu.com/adzone/55719

How Hulu Started By January 2010, Hulu has 903

million video streams Second only to YouTube

Owners NBCUniversal Television Group Fox Broadcasting Company Disney-ABC Television Group

Business model is same as broadcast networks Offer compelling content Build audience Sell ads based on audience

volume

Hulu Plus Monthly subscription service

launched in June 2010 Still contains commercials Full seasons and more episodes

of shows already available on Hulu

$8 a month (same as Netflix)

Hulu Today Andy Forssell takes over Jason

Kilar’s position as CEO Has made $700 million in

revenue Plans of global service

Only available in U.S. and Japan Began as website, now

available as an app for mobile devices

Hulu Plus gives first-party access to a variety of Blu-Ray players, Internet-connected televisions, game consoles, etc.

Andy Forssell’s Legacy Integral in helping Hulu grow

from two content partners and no revenue to over 480 content partners and $700 mil in revenue today

Responsible for multi-year licensing deal with CBS to bring their programming to Hulu Plus in 2010

Led the charge into bringing original programming to Hulu

Built the distribution business for both Hulu and Hulu Plus

Andy Forssell’s Legacy His work with increasing content

partners and directing distribution allowed Hulu to grow into the first and most successful online streaming website based on the broadcasting model

His company proved that major network television was willing to offer its services for free with ads

Forssell’s model for advertising was innovative AdSwap Interactive advertising

What Now? Hulu’s revenue is expected to

drop in the next year Rumors of Forssell selling the

company

Now that major broadcasting networks allow free streaming on their own sites, TV in general is becoming more accessible and free of charge Major factor to Hulu’s decline

Hulu Plus can’t compete with Netflix at same price when Hulu Plus still streams ads

But… Forsell’s impact on the television

industry was eye-opening Audience will withstand advertising

if it means free streaming Television is shifting to worldwide

accessibility at almost no cost Today’s generation prefers binge-

watching a series instead of dealing episodes out per week

Proved a force to reckon with against subscription services

In short, Andy Forssell’s work with Hulu proved that TV viewers, like all consumers, prefer maximum accessibility at minimum cost And advertising fell second in

importance to these two factors

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