Former Hulu Chief Executive Jason Kilar is working on a start-up that will create a subscription service for video, reports TheWrap.com, which describes the venture as “pretend YouTube and Hulu had a baby.”

The start-up, called Vessel, will focus on content, but Kilar didn’t provide any additional details in a blog post Tuesday. The venture is backed by Benchmark, Greylock and Amazon CEO Jeff Bezos’ personal investment outfit, Bezos Expeditions.

The story notes: “Kilar has met with producers and distributors of short-form videos, according to our sources, some for YouTube and some for other platforms. Those who have seen it say the product is excellent, and many more are eager to see it. It has been buzzed about by everyone in the online video community, but Kilar has effectively kept the product under wraps.”