Hulu has beefed up its customer service staff and is hiring executives from outside and within the online video business to slow subscriber defections ahead of the introduction of its live TV service, a top official of the streaming company said.

“As we think about that offering of live TV, (viewers) are going to be more important to us than they ever have been,” Ben Smith, a senior vice president and head of experience, said in an interview.

Luring and keeping customers is becoming harder as the online streaming market gets more crowded and subscribers, freed from cable television’s contract model, can cancel service with a click of the mouse.

The company, which plans to roll out the new live TV bundle of broadcast and cable network channels early next year, has one of the industry’s highest customer defection rates at 50%, according to research firm Parks Associates.

Read the full article at: fortune.com

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