HD On The Go: Hulu Plus ‘complements’ Cable/Satellite, not replaces it

You’ll be pleased to know a few things: A. Hulu Plus is about ready to launch, with more HD shows and movies and an enhanced catalog, all that can work with portable devices for only $9.99 a month and B. according to reports, it looks good. Real good. Better than some similar offerings.

Though many could see this replacing their Cable subscription, Hulu doesn’t see it that way. Witness Engadget’s full take on the matter:

Hoping to trade in your expensive cable or satellite plan for a portable Hulu Plus subscription at $10 a month? Not so fast, my fine fingered friend, because Hulu CEO Jason Kilar has revealed that killing cable is not a part of the company’s evil plan, and he’s not entertaining any ideas to the contrary. Kilar told AllThingsD that the service is “broadcast-focused” and “complementary to your cable and satellite service” by design, which is a nice way of saying the incestuous relationships between cable companies, content providers and Hulu itself keep it from offering premium programming — at least, not at this sort of price. Speaking of getting what you pay for, you may be surprised to hear Hulu Plus displays advertising even if you slap down currency every month, but the CEO said lengthy consumer research found that users were more willing to pay if the service were partially subsidized by ads.

So it’s sorta good and sorta bad that they’re forward focused yet not intending to take down full fledged TV offerings. And the ‘more willing to pay if subsidized by ads’ bit? Yeah, we’re glad that helps them sleep at night.