The momentum is definitely turning towards a paid content model for online TV access these days!

More accurately: the momentum is for a hybrid model mixing free (ad supported) and paid content. The reality is that the "Hulu experiment" for NBC and Fox has had mixed results.

Yes, Hulu has been very successful in building a large online audience very quickly (with the help of exclusive primetime TV content deals, a Super Bowl commercial, and tens of millions $ in marketing).

But Hulu has thus far been unable to show an advertising business model that comes close to matching cable / broadcast models. Hulu generates just a third the revenue per viewer episode than traditional TV from advertising. While there are lots of reasons for this, the basic reason is that viewers have a much lower tolerance for TV commercials in a lean-forward (at computer) environment than in a lean-back (living room) environment.

So the "Hulu experiment" will soon be entering a new phase of its life which involves extracting a little flesh from its viewers. We don't yet know how exactly this will be implemented. It is likely going to be different than the cable-industry's TV Everywhere initiative, which requires users to prove (authenticate) they are paying cable subscribers before getting access to certain content.

It might be more similar to Disney's newly announced iTunes-like, pay-per-show model they announced yesterday.

We shall see. But all of this is certainly a sign of the times. Here's the story on Hulu's move to a paid model:

http://mobile.broadcastingcable.com/blog/ADverse_Atkinson_on_Advertising/23941-Chase_Carey_Hulu_to_Charge_in_2010.php?nid=2228&source=title&rid=6454445

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