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October 31, 2011

YouTube Making Big Push in Original Programming

By Tracey E. Schelmetic, TMCnet Contributor

In an effort to stay relevant for more than amateurish home videos and footage of cute kittens and puppies, YouTube (News - Alert) is making a big push toward original programming by signing deals with about 100 content creators. YouTube, which is owned by Google (News - Alert), will be launching more than 100 new video channels in a variety of vertical interest areas in an effort to compete with more traditional television media, such as cable. Its new partners for this content include not only Hollywood studios, but entertainers such as Madonna and even newspapers such as the Wall Street Journal.



Though some channels will appear before the end of this year, most are scheduled to debut at the beginning of 2012.

YouTube has reportedly handed out at least $100 million to producers for the content says the Associated Press (News - Alert), citing confidential sources. The cash is supposedly an advance on advertising money the videos will bring in, says the AP and Google will recoup its portion first before splitting the proceeds.

Google has declined to clarify the financial details of the partnerships, but it's confirmed that contracts have been signed with not only Madonna, but former NBA player Shaquille O'Neal, comedian Amy Poehler, actor Ashton Kutcher, Rainn Wilson of “The Office,” new-age guru Deepak Chopra and “Modern Family” actress Sofia Vergara. These partners are said to be creating dedicated YouTube channels with the help of their production companies. Madonna is a partner with the dance channel DanceOn, while O'Neal plans the Comedy Shaq Network, says the AP.

Also said to be in development of dedicated channels for YouTube are Lionsgate (with a fitness channel), the news satire Web site the Onion, pro wrestling organization WWE, news magazine Slate and news service Thomson Reuters (News - Alert).

YouTube said in a blog post on Friday night that the channels are being developed “specifically for the digital age.” The video site compared the expanded video offerings to the advent of cable television.



Tracey Schelmetic is a contributing editor for TMCnet. To read more of Tracey's articles, please visit her columnist page.

Edited by Jennifer Russell
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