The Wall Street Journal reports changes ahead for YouTube, suggesting that next week the site may announce a swathe of partnerships with TV producers and celebrities to make original content for YouTube. Electus, ShineReveille and FremantleMedia are tipped as launch partners from the TV world, while skateboarder Tony Hawk and CSI creator Anthony Zuiker are also thought to be involved. As per previous speculation, Google is expected to invest up to $100 million commissioning this content in advance, recouping the payments through advertising before sharing future ad revenues with the channel owners. “YouTube will be reorganized to become ‘channel-centric,’ encouraging visitors to subscribe to content channels that have hours of entertainment on demand,” suggests the report. Not a big change for music labels and artists, who already operate in this way, although we’ll be interested to see if YouTube is looking to pay for exclusive content from artists as part of the moves.

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