YouTube is going into original programming in an entertainment venture with some 100 content creators, a report said.
The Associated Press report said YouTube, which is owned by search giant Google, is launching more than 100 new video channels. The partners reportedly include an array of Hollywood production companies, celebrities and new media groups that will produce mainly niche-oriented videos.
YouTube is shelling out $100 million to producers, according to people familiar with the matter quoted by the report, said. Google reportedly declined to offer financial details of the deals, but said the majority of revenue will go to partners.
The report further said participants include Madonna, former NBA star Shaquille O'Neal, comedian Amy Poehler, actor Ashton Kutcher, "Office" star Rainn Wilson, spiritual doctor Deepak Chopra and "Modern Family" actress Sofia Vergara. Most are creating channels through their production companies. The channels will roll out beginning this month, though most will premiere next year and the channels will add 25 hours of new original content daily, with dozens of Web series debuting at scheduled times, the report added.