NEW YORK: The name of NBC Universal's and News Corporation's much-trumpeted challenger to mighty video sharing website YouTube has finally been revealed:

The moniker for the joint venture - due to launch as a beta version in October - was chosen for its "fun", according to the site's ceo, Jason Kilar.

Hulu will include films and television programs produced by the NBC and Fox TV networks and the Universal and 20th Century Fox film studios. Revenue will come from advertising and the sale of program downloads.

The site's proud parents have secured distribution agreements with third parties such as AOL, CNET, Comcast, MSN, MySpace and Yahoo!.

And it has already signed such big-name advertisers as Cisco, Cadbury Schweppes, Intel and General Motors.

Data sourced from Adweek (USA); additional content by WARC staff