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YouTube looking for 'premium and professional content' Premium content owners "catching on to YouTube", says Google exec.
Companies that use YouTube as a marketing tool have been urged to create professional video productions for the website.
Speaking to the Sydney Morning Herald, Shailesh Rao, an exec at YouTube owner Google, has said that the site has moved on from its home movie-based early days.
He said: "Today we are interested not just in user-generated video but premium and professional [content] and also long-form video such as full TV shows."
Mr Rao was speaking ahead of next month's Indian Premier League cricket competition which will be streamed live on YouTube.
The event will also offer advertisers the chance to broadcast on the channel during the streaming of premium content.
Mr Roa said content owners were beginning to realise the potential of YouTube to reach their audience.
"In the beginning it was an online destination for video, it just so happened that it caught on with user-generated content, but now premium content owners are catching on," he commented.
Current figures show that over 20 hours of video are uploaded onto YouTube every minute and one billion videos are watched on the site every day.
Posted by Anthony Roberts
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