Jason Kilar, the 39-year-old chief executive of Hulu.com, says his streaming video site works so well because it serves the needs of an eclectic group of stakeholders, which includes content owners, advertisers and viewers. "The only way that great services work is for all the customers to be served," he says. "For Hulu that means three different customers: users, advertisers and absolutely content owners. It has to work economically for content owners, it has to work for advertisers, and it has to work as an overall experience for users."

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