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Tuesday, February 21, 2012

youtube original content

youtube original content

Google seems pretty confident that TV is on its way to changing from a couple hundred channels to a couple million Web-accessible "channels." Google announced a few days ago that it would be introducing a slew of new, original content channels this month to its existing lineup of channels on YouTube. The new channels will be created by major publishers and well-known personalities from the worlds of TV, film, music, news, and sports, as well as media companies and some of YouTube's existing partners. "These channels will have something for everyone," Robert Kyncl, YouTube's Global Head of Content Partnerships, wrote in a blog post.

Though unavailable for viewing just yet, the first 66 of these channels are already listed. The rest of the channels will continue to trickle in over the coming year. Of the 66 listed, a few we found interesting were "The Onion;" "Red Bull," a channel chronicling "the competition and daily lives of the world's best action sports athletes;" and "Smart Girls at the Party," a channel featuring "funny and deceivingly educational programs" created by and featuring Amy Poehler and other female comedians. Other channels will include Reuters, Slate, The Wall Street Journal, Jay-Z, Deepak Chopra, a comedy channel from Shaquille O'Neal, and a dance channel from Madonna. The channels will be available on any Internet-connected device, but we're sure Google is rooting for you to watch it through Google TV.
YouTube's come quite a long way from its roots as a repository for random videos from the public. It's gone from "Chocolate Rain" and the Tron guy to streaming Disney classics and now creating original, quality content. The New Yorker spoke extensively with YouTube's Global Head of Content Robert Kyncl about the site's future plans, and YouTube's got its sights set on grabbing a big slice of TV's $300 billion pie. Kyncl thinks the future of TV is in niche content, and YouTube's original channels are just the vehicle to deliver it direct to your digital door. The site is commissioning people and companies to create the channels (as opposed to individual shows or pieces of content) which gives the creators freedom to program their channels as they see fit -- all YouTube asks is that they provide a certain number of hours of programming per week. This production model is apparently pretty attractive to content producers, given the talent that's on board and the amount of content that'll be rolling out over the next six months.

The idea is that all the original content will get people watching YouTube for longer periods of time, and in turn grant more opportunities to reap ad revenue. Of course, these specialized channels don't provide the wide advertising reach of traditional television, but they do allow advertisers to target very specific audiences with focused ads. That presumably provides them with better bang for their buck. Time will tell if YouTube's new plan will win the war against traditional television and web TV (including Kyncl's former employer Netflix), but free, quality on-demand content certainly sounds good to us. Get a fuller accounting of Kyncl's vision at the source below, and feel free to sound off in the comments if you're picking up what he's putting down.
One of the best upgrades in Google TV 2.0 was the addition of a dedicated YouTube app — now, it’s about to get even better with an update set to launch this week.

The new YouTube GTV app will offer a smoother interface and a new feature called Discover that will (surprise!) make it easier to find interesting videos. Discover will be a particularly useful addition as Google readies its plans for YouTube original content, something that I’ve previously argued could be a killer app for Google TV if handled well.

Google is reportedly spending upwards of $100 million on its original content plans, which include shows by well-known personalities like skateboarder Tony Hawk, comedian Rainn Wilson, and self-hulp guru Deepak Chopra. The company wants to add more professional content to YouTube’s library, ultimately making it something more than a destination for user-created cat videos. Google is also offering a sweet deal to content creators: 55 percent of ad revenues (after it recoups its initial cash advances), the Wall Street Journal reports.

In addition to the Discovery feature, the new app has new channel pages that will also help with finding interesting videos, as well as the ability to easily find related videos.

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