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.

When you're dealing with digital goods, you don't have to be tied to one URL.

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.

Jason Kilar Quotes