YouTube has entered into in talks with Hollywood and independent producers to fund premium content.
Quoting unnamed sources, Reuters reports that the discussions began two months ago and are designed to explore the kinds of support which YouTube can offer its content creators and produce more must-see programming.
One source added that YouTube may offer between $1 million and $3 million to produce a series of programmes, as well as maybe contribute to marketing funds.
Another said that the site was interested in videos shorter than the 30-minute, TV network-quality Webs shows that a number of other parties, including Amazon, have recently begun to fund.
Significantly, both sources emphasised that the talks were at an early stage and may not come to anything.
YouTube has more than 1 billion unique visitors per month.
Although it allocated around $100 million towards the end of 2011 to bankroll around 100 channels, no more details were revealed.