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Google's roadmap for YouTube: High revenues, quality content

By Armando Tamayo     Oct 15, 2012 in Entertainment
Google's plan to expand with more channels in its video sharing site YouTube, as reported earlier, sets its sights on two objectives: higher revenues and quality content.
The press statement issued Sunday by the search engine giant, where it finalizes deals in Europe for "60 new channels", with investment of more than $300 million - also seeks to generate fresh video content by paying celebrities and media companies to produce original and exclusive YouTubevideos.
Robert Kyncl, YouTubecontent boss and vice president, also said that it seeks to invest in other countries aimed at local markets, as quoted in a Wall Street Journal interview, "...the site also wants to fund content creators in many of the 49 countries, where YouTube is tailored to local audiences, such as India, Brazil and Japan."
Kyncl, a former Netflix executive officer, launched Google's channel expansion program by giving YouTube programmers a flexible platform where they are given more incentives as they "... gain (channel push) in a certain velocity and a certain volume."
In an AllThingsD full interview, Kyncl said, “What we will look to do is provide them with greater revenue predictability, for multiple years, so they can focus on building their channels and on building their audiences.”
The new channels are developed to generate professional high-quality video content which would be "brand safe" for media advertisers. Most advertisers have since been discreet and prudent with their ads on the channels' amateur creators, on the reason that they can unpredictable and erratic.
In the WSJ report, Kyncl reveals YouTube's road map by transitioning from low-quality video content just like the Gangnam Style viral success, to higher sustainable videos that maintains audience viewership. YouTube spearheaded the "channel drive" in the US this year to primarily lure advertisers from television.
YouTube has since funded the US market program, by investing $150 million to professional video content creators that includes comedienne Sarah Silverman, Hollywood director John Avnet, comedienne Amy Poehler, British chef Jamie Oliver and rapper Jay-Z, who launched on Saturday his "Life+Times" channel by live streaming his New York concert.
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