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YouTube eyes original content

india Updated: Jun 05, 2011 22:06 IST
Shrenik Avlani

As television, computer and cellphones converge and internet speed and accessibility improve, online streaming giant YouTube is repositioning itself as a one-stop destination for entertainment on the web.

It has already started live streaming of various popular events such as the Indian Premier League (sports), Royal Wedding of Prince William and Kate Middleton (lifestyle), U2 concert (music) and White House address (politics).

The online streaming giant is exploring the option to generate and develop its own original content, said a scriptwriter in talks with the popular website for creating special webisodes on the condition of anonmity.

“We have worked closely with our partners to provide the YouTube community with a wide array of compelling events across different content verticals,” said Gautam Anand, director, content partnerships in Asia-Pacific markets, Google India.

In its presentation to the IPL board, YouTube spoke about major plans to live-stream the popular National Football League, the most watched sports event on US television till date, and various other sporting events, said BCCI sources who had seen the presentation.

YouTube aims to become the premiere entertainment destination for all video on the web, including live content, said Anand. “You can say that we are exploring the next chapter in evolving online video: live-streaming — users are consuming more video online than ever before and more and more are wanting to see live events.”

In India, YouTube is focussing on sports and entertainment. “We’re extremely focused on building on our premium content offering that includes movies from Bollywood, Hollywood, regional languages to TV shows and sports,” said Anand.

Recently, the full-length Bollywood blockbuster Dabangg in HD was made available on the YouTube site. It had generated advertiser interest as well. HUL was the exclusive sponsor.

“Advertisers today are excited about the opportunity that video platform like YouTube presents to them,” Anand said.