Advertising Age has an article which surveys some Cable TV execs on their perspective on going in the direction of Hulu: a site which has done fantastically well selling ads along with high-quality online video. The article's title asks, Will Cable Networks Get Their Own Video Site Like Hulu?.
We don't want to train [viewers] to watch our best shows on [free online] platforms. Most of our research shows if we move our content mostly in clips, we can create an environment where we can mostly satisfy our viewers with consumer content on other platforms but do it in a way that doesn't take away from our core business.
Train them? Why is the broadcast business about keeping viewers in a cage that protects the content producer? While you build the cage, you force your most motivated fans to seek it elsewhere. Hulu's greatest long-term asset will be eliminating the need for those fans to do that.