Google may bid for Hulu with eye on Hollywood

Google, which already rules the web with the world's most popular search engine and video site, appears poised to take an even deeper plunge into Hollywood with a potential bid for rival online video pioneer Hulu, people familiar with the discussions said. The bold push into the entertainment sphere signals Google's growing ambitions to snap up more mainstream programming that would entice online viewers — and those in the living room — to watch longer, while capturing an even bigger advertising payload from major brands. Google's YouTube is already planning to position itself to compete for viewing time with broadcasters and cable operators by launching television-like channels with professionally produced original content and user-created video. Buying Hulu, which is owned by Walt Disney, News Corporation and Comcast Corp's NBCUniversal, would deliver top-rated TV shows such as Glee and Modern Family and the major advertisers that pay top dollar to promote them. But such a purchase probably would also draw heightened scrutiny from federal antitrust regulators. The Federal Trade Commission recently launched an antitrust inquiry into the internet search giant's business practices. Article continues below Google is one of a dozen companies kicking Hulu's tyres, said people familiar with the situation who spoke on the condition of anonymity because talks are confidential. Expression of interest Google recently hired financial advisers Morgan Stanley and Guggenheim Partners set up the meetings with media, technology and communications companies. Hulu began presenting financial information to potential suitors after an unsolicited expression of interest prompted the board to consider a sale. Google is the most intriguing of the prospective bidders because of its complicated — and often testy — relationship with Hollywood. Last year's launch of Google TV, which streams web content onto television sets, flopped because major broadcast networks blocked access to streams of their popular shows. The internet powerhouse has hired Hollywood veterans to make inroads. This spring, YouTube secured a movie rental deal with Sony Pictures, Warner Bros. and Universal Studios. But rivals Walt Disney Studios, 20th Century Fox and Paramount Pictures have held back amid concerns Google has failed to do enough to combat internet piracy. Paramount owner Via-com is still embroiled in a copyright infringement lawsuit against Google's YouTube. Opportunity Hulu presents an opportunity for Google to get access to programming and prove to Hollywood that it can help, not harm, broadcasters, said Forrester Research analyst James McQuivey. "For Google to be able to buy the access that Hulu has to that content would give Google the opportunity to build an audience and show programmers that they know how to deliver content in ways programmers might ultimately be happy with without having to do a single negotiation," McQuivey said. Hulu's licensing deals for top-rated TV shows quickly vaulted the three-year-old service to among the top online video destinations, with some 28 million monthly viewers, according to firm ComScore.