Google made the announcement late Friday, so if you were busy over the weekend, you may have missed the details about YouTube’s upcoming $100 million launch of 100 channels of original programming. David Cohen of Interpublic’s UM tells the Journal that the channels represent the Internet’s “most audacious original programming initiative” ever, but Google said it is trying to complement, not replace broadcast TV or cable.
On the other hand, Google is hoping to get ad rates approaching those two media. Some of the partners for news- and culture-related channels include Thomson Reuters, the Journal itself, and Hearst Corp., which will have its magazines Cosmopolitan, Marie Claire and Harper's Bazaar involved with one fashion channel. Participating personalities on other channels will include Jillian Michaels, Suzanne Somers and Amy Poehler, while "CSI" creator Anthony Zuiker will create a "suspense" series with numerous episodes.