Online video service Hulu is getting a new advertising-free subscription tier, although it turns out it won’t be entirely free of, ahem, advertising. The new tier will cost $11.99 a month, sitting alongside its existing Hulu Plus premium tier, which has limited ads. Seven shows in the more expensive tier will still have pre and post-roll ads due to what Hulu is describing as rights issues.

The company is giving out mixed messages too: “This is not a move to get out of advertising at Hulu. In fact we think it’s going to have the opposite impact,” CEO Mike Hopkins told AdAge. “People who avoid ads at all costs were never going to do business with Hulu to begin with, so now we have an entry point to them.” Meanwhile, this in theory leaves people on the $7.99 tier as more open to ads – and thus more valuable to advertisers.

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