An executive with 21st Century Fox is expected to be named as the new chief executive of video-streaming service Hulu, according to a news report on Friday.

The appointment of Mike Hopkins, a Hulu board member and president of distribution for Fox Networks, will be announced soon, according to a report by Bloomberg News that cited two sources with knowledge of the matter.

Hopkins is seen as a good choice because he has experience in negotiating with pay-TV services, and Hulu is seeking to beef up its online programing while also producing original content, the article stated.

Hulu, based in Santa Monica, was founded in 2007 by Burbank media and entertainment giant Walt Disney Co. and partners NBCUniversal and 21st Century Fox.

Hopkins would replace acting Chief Executive Andy Forssell, who stepped in after the resignation in January of Jason Kilar, who ran the site since its founding.

Kilar left after a long-running dispute with the site’s corporate owners over strategy, including the amount of advertising accompanying the shows. The site, which debuted with few ads, has been growing fast but has been a money loser. It added a premium subscription service in 2010.

Hulu had been on the selling block for several months this year, but Disney and its partners reversed themselves and decided to invest $750 million to grow the site.