“Hulu, an evil plot to destroy the world. . .”

While Hulu may not be destroying the world, it is undoubtedly impacting the broadcast media landscape with its customizable online video service that offers free TV shows, movies, clips and other online destination sites.

Hulu was founded in March 2007 and is co-owned by NBC Universal, News Corp. and Providence Equity Partners. In a move to extend its service, Hulu will now offer a new desktop application that according to AdAge will “encourage more consumers to flip on their computers rather than their TVs.” The application will mimic the TV experience; however as an added bonus it will allow viewers to watch the shows they want, when they want with fewer advertisements.”

Although Hulu is currently restricted to computers, nearly all computers have an output jack to plug it into a TV. Hulu’s new application has sparked concern with many of its network backers who worry that this application will threaten the livelihood of cable TV. To prevent this, many of them have restricted Hulu from pulling their content.

While Hulu executives argue it isn’t a replacement for traditional linear TV and cable, Michael Learmonth with AdAge says, “Don’t believe it. The battle is just getting started.”

New technology such as Hulu is changing the face of broadcast media in much the same way as the Internet changed the traditional print publication. Jonathan Miller, chief digital offer with News Corp., commented, “Cable is going to have to push to get their content where people want to consume it.”

As services such as Hulu continue to impact the broadcast media landscape and provide viewers more control over what they watch and when they watch it, the company has the potential to change how PR and broadcast media interact. For example, we anticipate it will become more challenging to place stories as network coverage may become more limited. As networks strive to keep their shows on top, producers will be looking for stories that resonate with a local or niche audience and also provide information that is truly valuable to their viewers.

For tips on how to pitch to broadcast media, visit our past blog entitled, “What you Should Know before Pitching Broadcast.” We offer advice on what to research before developing a broadcast pitch and also provide some great resources that can help you effectively prepare for a broadcast pitch.