Hulu, a video-on-demand service that is rapidly growing in popularity, has been particularly effective at adapting the traditional television experience to the interactive internet medium. According to the U.S. Digital Consumer Report, Hulu is second only to Netflix among video-on-demand services in terms of their share of online video time, which amount to 6.9% and 10.7% respectively. Note that this excludes YouTube, as their content is not as comparable to typical television programming. This growing trend is not going unnoticed by advertisers, as the year-over-year increase in advertising expenditures through this medium amounted to 24% according to the Global AdView Pulse (compared to 10.1% for television). However, the empowerment that Hulu's revolutionary advertising strategy provides its viewers is arguably more important than the diversion of advertising from television to the internet. In this paper I conduct an extensive, qualitative exploration of various theoretical components of advertising, their effects on consumer behavior and television markets, and how video-on-demand services like Hulu have the potential to shift the focus of the television industry from advertisers back to consumers as progressive technology provides them with more attractive, alternative sources of content.

Online streaming service sites such as YouTube and Hulu are popular these days. The fact that these websites utilize online video advertising as a revenue model led to a natural curiosity: Is online video advertising effective? Although this report does not give a conclusive answer due to lack of available data, it still covers enough topics to provide a comprehensive idea of what online video advertising is to those who are interested in the subject. As the title of this report states, its original purpose is to deliver an introductory guideline to internet video advertising. / text

No description available.

現今視頻網站佔電腦使用者使用網路時數極大比例，在世界各地亦有越來越取代電視之勢，然而隨著視頻網站之風行，相關著作權問題亦隨之而生。特別是網路上不少行為常介於合理使用模糊空間，關於法律條文與案例事實之合致，常引發爭論。網路之精神著重分享，然而著作權之保護則屬於國家保護之一種排他權，其與分享之精神，某些時候會有所衝突，如何在網路時代運用著作權保護創作人，卻又不扼殺創意、公益使用，應有探討必要。是以本文將針對視頻網站上開相關問題，作一基本探討，並對外國與臺灣在視頻網站相關立法與案例作整理介紹，特別是美國法立法與相關案例，與我國法制、實務判決比較，並分析檢討後，提出具體看法，或可做為我國未來立法走向以及實務判決參考。 本文架構上，第一章為緒論，內容為研究動機與論文大致架構；第二章則就視頻網站現況與商務模式探討，期能鳥瞰全貌；第三章與第四章分別就視頻網站使用者與業者之責任探討，均以美國法與我國法為主，輔以中國大陸法規做比較與得失分析；第五章則論及新科技演進與著作權法制、法院判決之因應；第六張結論，最末章為參考文獻。