Branded Ent Jumping through Hoops

There is still a lot of debate as to the home of Branded Entertainment. Does it sit with the Media Agencies, the advertising agencies, within Television Production Companies, PR firms or the digital groups.

Poor orphan Branded Ent doesn't have a proper home. Some people even believe it should operate as standalone business. In my mind the simple truth is that there is no one true home for Branded Entertainment but ideally it should sit where the strategy for a brand is being created, for now that is anyway. With the launch of Hulu in the UK this could see Branded Entertainment perhaps even becoming a lead part of the strategy for brands.

From what I can gather Hulu and ITV are about to hop into bed together, with the US VOD service after exclusive access to in–house shows including 'Coronation Street' and 'Dancing on Ice'. But with another deal needed in order to give Hulu a proper British foothold so it is probably not likely to have an effect on the market place until 2010. http://www.guardian.co.uk/media/2009/aug/25/hulu-itv-online-uk. The deal between Hulu and ITV is just “weeks away” according to inside sources. That means that ITV Productions’ programmes will get an exclusive VOD airing on the streaming site. Third party productions will also be available, but not as a Hulu exclusive.

Word is that Hulu wants to pen another contract with a British channel, presumed to be BBC Worldwide, before it launches here in Blighty. There are also rumours that they are in talks with C4 and C5.

The question that I have is who takes the lead in the marketing world for Hulu. Is the ad agency, the media agency, the PR agency, the digital agency or will it stand alone and open the gateway for many independent Branded Entertainment Productions and begin to deal directly with brands.

Perhaps Hulu will also open up a whole new gateway for brands who want to become involved in the branded entertainment world but don't necessarily feel brave enough to bite the bullet and go with the traditional broadcasters.

For me there is still one final perplexing question - what does Hulu stand for ? Can anyone enlighten me?