Hulu announced, among other things, that it has made its player 25 percent larger; added adaptive bit-rate streaming; unleashed a feature called the "Heat Map," which lets users see what the most-watched sections of a video are; and introduced a "new ad personalization feature" called Ad Tailor. But the part of the announcement that stuck out the most was the video site's recommitment to Adobe Systems Inc. (Nasdaq: ADBE)'s Flash.
Flash has recently taken some criticism after Apple Inc. (Nasdaq: AAPL) CEO Steve Jobs famously exiled it from the iPad, calling Adobe "lazy" and touting the advantages of HTML5 instead. But in regard to HTML5, Hulu VP of product Eugene Wei had this to say in the company's blog:
- We continue to monitor developments on HTML5, but as of now it doesn't yet meet all of our customers' needs. Our player doesn’t just simply stream video, it must also secure the content, handle reporting for our advertisers, render the video using a high performance codec to ensure premium visual quality, communicate back with the server to determine how long to buffer and what bitrate to stream, and dozens of other things that aren’t necessarily visible to the end user. Not all video sites have these needs, but for our business these are all important and often contractual requirements.
Meanwhile competitors like CBS are embracing HTML5, in order to reach iPad users.
In other news:
— Erin Barker, Digital Content Reporter, Light Reading Cable