Video-sharing platform YouTube announced a venture into original content which will see add around 100 channels of original programming through partnerships with A-list celebs including Ashton Kutcher and Madonna.
“Even more talented creators and original entertainment will soon join YouTube’s existing channel lineup,” said YouTube global head of content partnerships, Robert Kyncl, in a blog post. This includes “channels created by well-known personalities and content producers from the TV, film, music, news, and sports fields, as well as some of the most innovative up-and-coming media companies in the world,” he added.
It is reported that YouTube’s parent company, Google, spent more than US$100-million establishing the partnerships and that the deals are part of a bid by the company to become the preferred source of content for internet linked televisions.
It is hoped that the YouTube-based original content will breathe new life into Google’s TV platform which has seen a period of stagnation recently. “These channels will have something for everyone, whether you’re a mom, a comedy fan, a sports nut, a music lover or a pop-culture maven,” Kyncl said.
In addition, Google unveiled second generation Google TV software that simplified controls, improved search and integration with YouTube as well as giving the option to add applications made by outside developers.