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Google Adding 'Channels' to YouTube, Looking to Compete With TV

youtube on tvGoogle is looking to make some major changes to YouTube in an attempt to keep up with the expansion in services that allow users to stream content directly to their TVs.

Sources close to the matter told the Wall Street Journal that YouTube is planning to introduce new channels on the site, featuring both professionally produced, original content, as well as content that already exists on the platform. The channels will be highlighted on YouTube's homepage, and will be organized by category. The company is already holding discussions with Hollywood talent agencies about creating new channels, and may end up spending as much as $100 million on the overhaul.

If implemented, these changes would mark a dramatic shift in YouTube's ethos. But Google is hoping that the overhaul will encourage users to spend more of their time on YouTube, while attracting more revenue from advertisers. The average YouTube user spends about 15 minutes per day on the site, but executives eventually want users to "watch YouTube" in the same way they "watch TV."

A YouTube spokeswoman would not comment on the site's plans, saying only, "YouTube saw incredible growth in 2010 and we're excited about the future."

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