Price Tag for Hulu Continues to Rise

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El Segundo, Calif.-based pay-TV service DirecTV reportedly is one of three suitors waving more than $1 billion at the owners of Hulu, LLC in hopes of wresting away the on-demand streaming video Web site, according to a Bloomberg News report.

Hulu's owners, News Corp., Comcast and Walt Disney Co., may be tempted by the sweetened pot to unload Hulu after their previous IPO and auction efforts came up short. Hulu airs webisodes, trailers, clips and other advertising-bolstered content from movie studios and cable and commercial networks.

The Bloomberg News article noted the other two seven-figure bidders besides DirecTV, the nation's second-largest pay-tv company, have not yet been identified.  Other companies who have tendered offers to acquire Hulu include Time Warner Cable, Inc., Yahoo! Inc. and private equity firm KKR & Co.