YouTube is interested in expanding its original, TV-style content by partnering with Hollywood studios and independent production partners, according to a new report.
Reuters has cited two sources close to the situation, stating that top executives from YouTube are in negotiations to create exclusive premium quality content, closer to what would be traditionally found on network and cable TV.
YouTube's reported desire to become a platform for programming marks the latest push in a strategy that started in 2011. It has since used a reported $100 million investment to launch roughly 100 unique channels for the likes of Madonna, comedian Amy Poehler and NBA legend, Shaquille O'Neal.
The channels had mixed success, and it seems the Google-owned company is determined to become known for quality content, rather than just amateur cat videos.
The news comes as content online seems to be cementing its place in entertainment. Netflix originals "Orange is the New Black" and "House of Cards" were both nominated for Emmy's and Yahoo is commissioning a sixth season of cult show Community. There is a market for quality digital content exclusive to individual mediums, but YouTube's horse is starting farther behind the others.
Unlike Hulu, which focused on rebroadcasting long-form television shows, and Amazon, YouTube is focusing on content shorter than 30 minutes, according to Reuters. Reuters.
New head of YouTube, Susan Wojcicki, formerly oversaw the ads and commerce division of Google, the main profit-driver for the Mountain View company. Many speculated that her appointment was about raising revenues, and a focus on creating long-form content would certainly help YouTube in attracting advertising dollars that have traditionally been spent with television networks.
Of course, any move to create fresh content is still speculative for YouTube - Google is famous for testing ideas that never result in a final product.
But with the Chromecast a huge hit and the recently announced Android TV, Google has been busy creating the perfect platforms for YouTube on your TV screen.
