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Hulu is in negotiations with U.S. pay TV operators to get a perch on set-top boxes, CEO Mike Hopkins disclosed at the streaming service’s Digital Content NewFront presentation Wednesday.

Disclosure comes on the heels of rival Netflix’s announcement last week that the service would be available on TiVo set-tops on three
small MSOs. Netflix is already available on several overseas cable operators.

The additional exposure should help broaden appeal of subscription ATM Hulu Plus, which Hopkins announced had surpassed 6 million subscribers in 2014.

Beyond the subscriber count update, there wasn’t much new information on Hulu original programming, with senior VP of content Craig Erwich a very recent addition to the staff. Hulu has already renewed its entire slate of originals last year, including “The Awesomes,” “Moone Boy,” “East Los High,” ” Behind the Mask” and “Deadbeat.”

Hopkins talked up substantial increases in the coming years for original production, premium content licensing and marketing.

Hulu also unveiled a new ad unit with Pizza Hut that allows viewers to pause a program and order a pizza.  The in-stream purchase unit rolls out next year.

Plenty of talent associated with Hulu originals and licensed content were on hand to help promote. The service including Seth Meyers, Mindy Kaling and Danny Pudi. “Saturday Night Live” cast member Cecily Strong hosted.