Hulu Boss on How ‘The Mindy Project’ Helped Streamer Build Comedy Brand

Picking up “The Mindy Project” helped Hulu further flesh out its comedy brand, as it was of a genre (romcoms) that was becoming increasingly rare. By continuing to provide new and celebrated content in that vein, opportunities opened up to service a specific kind of customer longer-term. “There was a small movie called ‘Joshy’ we picked up because we thought people who watched ‘The Mindy Project’ would like it,” Erwich says. “That’s how you build a service that has value for your viewers.” - Danielle Turchiano, Variety [via/web:http://streaming-tv.us]