Hulu-esque Video Site Launches in Russia

Long-form online video service Ivi.ru launched in Russia last week, providing local users with ad-funded access to a range of Russian-language programming and movies.

The site — reminiscent of Hulu in its design and layout — launched with over 9,000 hours of content from more than 100 content owners, Russian state-owned news agency RIA Novosti reported, citing local business publication Vedomosti. That content will be supported by pre-, post-, and mid-roll ads, as well as video overlays, with parent company Digital Access selling inventory directly to advertisers.

According to Vedomosti, Oleg Tumanov, who heads up Digital Access, described the Ivi.ru site as a “Russian analogue” of Hulu. He estimated the video ad market in Russia will be worth up to $12 million in 2010, with continued rapid growth beyond that.

Hulu itself recently confirmed investment in a Chinese video project with local firm Baidu, but was beaten to a U.K. launch by YouTube and SeeSaw, both of which have announced content deals with major local broadcasters.

Meanwhile in the U.S., Viacom has decided to withdraw some of its premium Comedy Central video content from Hulu, including “The Daily Show With Jon Stewart” and “The Colbert Report,” the Wall Street Journal reported.