Resistance is futile

Hulu is taking a major step toward becoming the go-to portal for network programming online, even without support from two of the major networks, reports Advertising Age.

Hulu currently suffers from a dearth of programming from CBS or ABC. But searching for shows on those networks through Hulu does tell visitors what shows are available, then points them to network sites where they can be watched.

This makes Hulu into a kind of central hub, which may make Hulu first-stop for online episode viewing.

This may lead to increased usage and persuade networks into reconsider partnerships with NBC and News Corp., which jointly operate Hulu.

Hulu functions as a "safe" environment for network programming and advertising, having opted not to include potentially offensive user-generated material.