Hulu Considers TV Everywhere Authentication

Sources tell The New York Post [1] that Hulu, is considering a change to the TV Everywhere model proposed by Comcast and Time Warner [2]. Under that scheme, viewers will have to prove they are pay-TV customers in order to watch shows through the popular online service. These sources also claim this authentication model was behind the move last week by Providence Equity Partners to cash out of Hulu after five years.

Hulu is a joint venture between NBC, News Corp/Fox, and (since last year) Disney/ABC. It was created by the US TV networks as a counterweight to YouTube, a safe place where they could run their full-length TV shows online with their own ads.

This development must be considered bad news for the 31 million “cable-cutters”, attracted to Hulu’s free-for-all model. TV Everywhere (TVE) is a verification systems that will require viewers to log in with their cable or satellite TV account number.