Actor, Comedian and Jim Rome caller, Jay Mohr will host a new game show program on Hulu next year. This will be produced as brand content series and not typical entertainment programing. What’s significant about the new show isn’t that it’s an internet program or that it’s being produced by Hulu. It’s that it has a single sponsor and won’t be featured only on the sponsor website. The new show will be branded content in the original sense, going back to the advent of soap operas and radio programs sponsored by one company like the “King Biscuit Flour Hour.” With multicasting and decentralized distribution, brands now have the opportunity to take even more control of their message than ever by esentially owning the property. The question is, how many will risk their marketing budgets on these types of ventures?