Fox’s James Murdoch Is Bullish on Hulu Live, ‘Totally Convinced’ of Better Ad Experience
“We want to make our programming more available, not less,” Rupert Murdoch’s son says of new platform
Tony Maglio | May 4, 2016 @ 2:45 PM
Last Updated: May 4, 2016 @ 3:58 PM
The topic of the day on 21st Century Fox’s third-quarter 2016 earnings conference call wasn’t Fox at all.
Instead, it was the so-called Hulu Live, something that was officially announced during the SVOD provider’s upfront earlier this morning.
As an early licensee, Fox CEO James Murdoch (pictured, right) was asked no less than half a dozen questions this afternoon about his company’s participation on the platform — an opportunity that he’s all for.
“We want to make our programming more available, not less,” Rupert Murdoch’s son said.
Plus, streaming simply offers a better business model, he continued, one that offers potentially higher affiliate fees, more control over ad loads (Fox already runs a lower one on “Empire” streams, for example), and unique abilities for targeted promotions.
Then there’s what Murdoch called streaming’s “very, very attractive” ad prices — and who could turn those down? But it’s not all about Fox’s dollars and cents, James Murdoch said — the traditional TV alternative is also better for their advertising partners, and even the end user.
“We’re totally convinced it’s a better ad experience for customers and for advertisers,” he concluded.
Read up on 21st Century Fox’s actual quarterly earnings here.