WOW Plugs In Hulu

3:30 PM -- It looks as if competitive cable over-builder WideOpenWest Holdings LLC (WOW) is getting its TV Everywhere on to a degree by integrating Hulu LLC into its customer Web portal.

At this juncture, the WOW site is supplying content from the free version of Hulu. There's no indication that the new subscription-based Hulu Plus service (still available by invite-only) will be joining the mix. (See Hulu Opens Toll Road and Hulu Unveils Subscription Service.)

We've asked WOW to clarify if it's offering this through a direct relationship with Hulu, or if it started embedding that content on its own. We suspect WOW and Hulu came to an arrangement, since anything otherwise might give Hulu reason to unleash its blocky attitude. (See Hulu Blocks Hillcrest Again .)

Update: A WOW official says the Hulu integration went live Wednesday and that it is the result of a coordinated effort among the operator, Hulu, and Synacor Inc. , which has been adding TV Everywhere components to its service authorization system for small and mid-sized MSOs. (See Synacor Sizes Up ‘TV Everywhere’ .)

The timing of this is interesting as well, given that WOW CEO Colleen Abdoulah has come out against the proposed merger of Comcast Corp. (Nasdaq: CMCSA, CMCSK) and Hulu part-owner NBC Universal , holding that the combined entity might block WOW and other rivals from getting access to online programming for their respective TV Everywhere products. (See Comcast CEO: We Won’t Block Rivals.)

— Jeff Baumgartner, Site Editor, Light Reading Cable

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