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The future of how the networks and studios deal with Netflix and Hulu and Amazon Prime Instant Video is certainly going to determine their future.

Netflix, Amazon, iTunes - whatever platforms emerge - we are looking at as having the same potential that home video had for the movie business. Which means there are entirely new opportunities to monetize our capital investment in content and do so in ways that work for distributors, for consumers and for creators.

Most companies that are great at something - like AOL dialup or Borders bookstores - do not become great at new things people want (streaming for us) because they are afraid to hurt their initial business.

We're simple-minded, the team at Hulu, which is, we think if we can obsess over quality and build a better mousetrap, that good things will happen. Users will adopt the service, advertisers will see great value in it, and that's what we're seeing.

The one thing that's important to know is Hulu's not looking for traffic to be sent to hulu.com from its relationships with Yahoo and Fancast and MSN.

Television is really fertile ground, and it's because of platforms like Netflix and Hulu and, of course, the cable channels like HBO and Showtime.

Hulu is about the shows, not the networks. The shows are the brands that users care about.

Thanks to Netflix and Hulu, people are getting more and more used to consuming longer stretches of content on their televisions or computer screens.

I acknowledge that Hulu's easy accessibility probably keeps some people from pirating. But a respected industry analyst says less than 5% of TV content is being stolen today.