While video streamers as a whole have been cashing in on viewers’ newfound desire to binge-watch TV programming, one of the major services, Hulu, is pursuing a strategy aimed at downplaying the binge model.
The Los Angeles Times reports that Hulu will release its upcoming original programs in weekly episodes.
Hulu’s head of content, Craig Erwich, explained the company’s approach during Hulu’s presentation Sunday at the Television Critics Association summer press tour.
The Times quotes Erwich telling reporters: “With all of our new originals, we will release episodes weekly. We want to give viewers the opportunity to discover their favorite shows every week. Like you, we value the shared experience and the joy of the watercooler that is television.”
The Times adds: “Erwich said the plan of attack allows the service to get shows to the audience faster because there’s no need to accumulate a full series in the bank before releasing it on the platform.”
The strategy aligns Hulu, which is owned by NBCUniversal, Fox Broadcasting and Disney-ABC, more closely with the traditional TV model than with the “all at once” model used by streaming rivals Netflix and Amazon.
One of the company’s most high-profile upcoming projects is season four of “The Mindy Project,” which Hulu revived after Fox canceled the show. “Mindy” premieres Tuesday, Sept. 15, on Hulu.
Also on the way at Hulu is the new original comedy “Casual,” which premieres Wednesday, Oct. 7. Other programs coming up at Hulu include “The Hotwives of Las Vegas,” “The Awesomes” and “RocketJump: The Show.”