Mike Shields and Shalini Ramachandran, reporting for the Wall Street Journal:

Rivals Netflix and Amazon.com Inc.’s Prime Instant Video, meanwhile, have highlighted the fact that they don’t show ads as a key selling point to consumers. Offering an ad-free tier would signal that Hulu recognizes how popular that approach is with many consumers.

Hulu’s code name for the project is “NOAH,” which stands for “No Ads Hulu,” the people familiar with the matter said. One of the people said the ad-free option could launch as early as this fall and be priced at around $12 to $14 a month.

I think I’d more seriously consider adding a Hulu subscription to my monthly entertainment expenses if the service didn’t include ads. I just don’t have time for advertising that’s unskippable and wastes my time.