Hulu marks first direct deal for Vice’s new sales arm, as streamer extends pact

Bea Hegedus

US streamer Hulu has become the first announced customer for Vice Media Group’s new distribution arm.

The Disney-owned company has picked up 100 hours of Vice TV content for its service, with the deal coming two months after Vice unveiled its new sales division headed up by former ITV Studios scripted exec Bea Hegedus.

The package includes both seasons of Vice’s franchise Dark Side Of The Ring, as well as new and past seasons of titles including F*ck That’s Delicious, Bong Appetit, Hamilton’s Pharmacopeia and Weediquette. The deal was negotiated on behalf of VMG by Hegedus, Morgan Hertzan and Jason Guberman.

Hulu had already been a regular buyer of Vice’s TV content, with the youth-skewing operator’s Vice TV service also available on the streamer’s live service.

Hegedus’s new division was launched to enable Vice to better monetise its IP, including programming from Vice TV and the recently announced Vice World News. The new division is responsible for a catalogue of 900+ hours of programming, including shows such as Vice News Tonight and Gaycation.

Hegedus reports into Vice Studios president Kate Ward and leads the company’s global distribution and licensing strategy, with a focus on building new partnerships both in the US and internationally. Before joining the group, Hegedus was VP of global scripted content at ITVS.