It didn't take Hulu's new chief executive long to start putting his spin on things.
After Hulu lifted the gate for nonpaying customers to watch video on mobile devices, CEO Mike Hopkins announced Tuesday that Disney executive Elaine Paul was joining as financial chief of the streaming site owned by three of the big four broadcast networks.
A busy week for Hopkins, who emerged as the new chief of Hulu on Thursday last week.
Paul replaces Tom Fuelling, who joined Hulu in 2007, the year it was founded. She was most recently senior vice president of corporate strategy at Disney, one of Hulu's parent companies, and was involved in Disney's original investment in Hulu in 2009, according to Hopkins. Hulu's other owners are 21st Century Fox and NBCUniversal, part of Comcast.
In a blog post announcing her hire, Hopkins called her "tenacious, disciplined and passionate."
"I said it last week when I stepped in the door, and I'll take this opportunity to say it again - we are on pace to have one of the strongest years yet for Hulu. I have no doubt that this incredible momentum will continue and flourish with Elaine's leadership," he wrote in his post.
Hopkins, who was president of distribution for Fox Networks Group since 2008 and has been a Hulu director since 2011, replaced Andy Forssell, a longtime Hulu exec who is leaving the company. Forssell served as acting CEO since March and has worked on Hulu's content and distribution side since 2007, the year the site was founded.
Hopkins' hire, following a big investment from Hulu's owners instead of a sale of the company, puts Hulu on its steadiest ground in months. Hulu operated under a cloud of uncertainty for much of the last year during the attempted sale also experienced a stream of top executive departures before that. They included Jason Kilar, Hulu's previous permanent chief.
The owners ultimately decided to infuse ad-supported Hulu and subscription service Hulu Plus with $750 million, after they aborted the effort to sell the site -- again. The parent companies had attempted a sale in 2011 as well, only to keep Hulu in the fold.