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Why Hulu Shouldn't Be Silent This August

Update 8/4/2014: Includes information from Hulu's director of brand marketing, original content and advertising.

PORTLAND, Ore. (TheStreet) -- Hulu's Hulu Plus is widely available, intuitive and stocked with network shows its subscription-based competitors lack. Shouldn't it be making a bit more noise as fall premieres approach?

We're about a month away from the networks debuting their new shows and, unlike Netflix (NFLX - Get Report) or Amazon's (AMZN - Get Report) Amazon Prime Video, Hulu Plus can actually show them a day after they air. Apart from esoteric content from the U.K. and the occasional original series, that's the biggest lure of the $8-a-month Hulu Plus subscription. Yet Hulu's powers that be spent much of the summer hitting the mute button on the service's marketing department instead of promoting Hulu as a means for cord-cutting viewers to get their network fix. Tom Walker, Hulu's director of brand marketing, original content and advertising says Hulu is gearing up to run ads through digital channels and on network and cable television later this month.

Good. Hulu had been far too silent since upfronts in April. At the time, it expended a lot of oxygen discussing original content including The Hotwives Orlando parody of Real Housewives starring Casey Wilson and Angela Kinsey premiering in July, and The Next Step, a reality-style drama about a dance studio.

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Fantastic. File them with Moone Boy, East Los High, Quick Draw, the Emmy-nominated Behind the Mask. The Awesomes and British comedies like Pramface and Whites under "shows your subscribers only somewhat care about." Hulu did cartwheels over the fact that it reached 6 million subscribers, which makes its exactly one-sixth the size of Netflix's U.S. streaming audience of 36 million.

What's wrong with you people? You signed a deal with NBCUniversal that gets you exclusive rights to the actual Real Housewives franchise -- plus exclusive claim to shows like Brooklyn Nine-Nine and The Mindy Project -- and you're crowing about your service's answer to Netflix's Lillyhammer? You just scored exclusive rights to the entire CBS library -- including current series and catalog titles like Everybody Loves Raymond -- and you'd rather focus on Seth Meyers' Late Night moonlighting gig as a voiceover actor?

C'mon. These are huge wins. You got a deal with the BBC that, while not exclusive, pries shows including Sherlock, Luther and Dr. Who out of the domain of Netflix and Amazon. You weathered months of losses and debate and heard bids from Yahoo! (YHOO), DirecTV (DTV), and Time Warner Cable (TWC) before your owners -- a joint venture between The Walt Disney Company (DIS - Get Report), Comcast (CMCSA - Get Report)-owned NBCUniversal and 21st Century Fox (FOXA - Get Report) -- decided to steam ahead and invest $750 million into improving the whole experience.


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