Main initiatives for Hulu.com, the first-in-class online media publisher, consist of directing the creation of a brand-wide user experience which centers on quality content, enjoyment, and fluid ease of use. The world of online video publishing thrives on the trafficking of vast quantities of media. Large libraries of content are required to satisfy user demands, but such enormous collections can result in user overload. The Hulu.com UX is targeted on sweet-spots which display breadth of content but rapidly connect the user with the most appropriate and meaningful content. This is achieved through highlighting of featured and new content, using intuitive taxonomy, employing smart search, and the effective deployment of recommendations and related connections in content.