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We saw Hulu as an opportunity to broaden our audience for ABC content.

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

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.

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.

Now we live in this DVD, iTunes, Hulu age, and show creators and networks are realizing that and letting shows develop on those terms rather than 'We gotta just punch it week to week, man.' Now they're like, 'What will happen if someone watches the entire show?'

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.

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

Imagine you're watching '30 Rock' and an ad comes on, but you don't like it. With Hulu Ad Swap, you can actually click the button and trade out the ad. So for the first time ever, a consumer is in control of their ad experience. For us, it's a big win because users are able to take control of what they see.

I don't have a television. All I have is Netflix and Apple TV and Hulu.

At a macro level, it's balancing the needs of consumers, advertisers and content owners. And if you talk to any one of those three customer sets in isolation, often times you won't delight the other two. So the hurdle we faced with Hulu Plus was, how can we thread this needle in a way that delights all three customer sets?