Hulu’s Fork in the Road

As Amazon.com Inc. and Netflix Inc. battle it out for dominance in online video, owners of the much smaller Hulu LLC, Hollywood’s own online video service, are under pressure to decide which direction to go.

Jason Kilar, chief executive of Hulu, has asked the site’s owners — Walt Disney Co., Comcast Corp. and News Corp. — for about $200 million to fund more program purchases and an overseas expansion, according to people familiar with the situation. That is roughly twice the amount they contributed this year, one of the people said.

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