YouTube's chief executive Chad Hurley has announced that TV could be the future of his corporation.
Initial suggestions propose that the move could open up the global £292bn television advertising market to YouTube, which was bought by Google 2 years ago.
Hurley said that the idea of mobile, computers and television working as different platforms could soon be extinct. He said that he is hoping average viewing time for the channel would go up from 15 minutes per day to 5 hours if the move goes ahead. "More minutes on our site equals more money," Mr Hurley stated.
"People think about the world of TV and the world of online video as being different ways to distribute video. But what happens when every TV is connected to wi-fi with a browser? What does that mean for your distribution opportunities? What happens when those worlds collide and it is just one thing? Instead there is just one world, the world of video, and people everywhere are putting ads against everything and there isn't a difference. There won't be a difference in the future."
Vice president of product management for the site, Salar Kamangar, said that the business could be very profitable in the future as content creators find new ways to monetise their content.
"Although YouTube is the most successful video platform, the number of minutes watched, 10-15 minutes a day, is small when compared to the five hours watched on the TV set," he said. "It's hard for me to imagine that in five to 10 years from now most of the content we consume won't be delivered over the internet.
"Once the number of minutes is large enough that brings along with it a whole new set of revenue opportunities such as the future of the way people buy TV ads, the ads purchasing process, the way you track it and report it."
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