Hulu Picks Crispin

NEW YORK, the joint venture between NBC Universal and News Corp., has selected MDC Partners’ Crispin Porter + Bogusky to handle creative and media duties on its brand after a review, sources said.

The assignment is new and the creative will take the form of both traditional and online advertising, according to sources. The ads will run on NBC and News Corp. properties as well as outside media outlets. The total value of the paid and unpaid media time is estimated at $50 million.

The Miami-based shop bested two other undisclosed finalists to land the account, said sources. A Crispin representative declined to comment, as did Hulu.

The selection is the culmination of a search that began in the spring.

The joint venture began in March 2007, and the site launched in October.

Originally perceived to be a rival to YouTube, the free site has turned out to be more of a library of NBC and News Corp. video content, available at full length or in short clips. Users can share content through e-mail or embed clips on other sites.

Hulu carries more than 250 TV shows, including The Simpsons and The Office, and 100 full-length movies.