• Bloomberg, Wednesday, February 23, 2011 10:10 AM

YouTube is in talks with the National Basketball Association and the National Hockey League to stream live games, Bloomberg reports. Beginning with the streaming of cricket's Indian Premier League last year, Google's video hub has recently pegged live video -- and pro sports, in particular -- as growth areas.

"YouTube aims to show more live sports in the second half of the year," reports Bloomberg, citing comments from Gautam Anand, Google's director of content partnerships for Asia Pacific. "Adding live sports broadcasts may help YouTube expand revenue by keeping viewers on its site longer to woo more advertisers."

YouTube's contract to show cricket from the Indian Premier League, for which it gets gives a share of ad revenue from games and the league's website, brought in 55 million visits from more than 250 countries, according to Anand.

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