The enigmatic Hulu

After months of speculation, hype and news, the unnamed video portal in development by News Corp. and NBC finally has a name, reports Advertising Age.

The site will be called Hulu.com, which executives say they chose because it sounded fun and rhymed with itself.

Hulu will be stocked with movies, TV episodes and more from the two media companies and their partners.

The site is an effort to regain control of the online video world from consumers. It's also an easy way to monetize content through advertising.

Despite finally earning a name, Hulu is not expected to appear in any public form until September. The inquisitive may request beta access, which may begin in October.