Google's YouTube attempts to go premium By Larry Dignan | April 6, 2011 Google is reportedly plotting a YouTube overhaul that would focus on premium channels and professional programming. The move, reported by the Wall Street Journal, revolves around creating roughly 20 premium channels that would have five to 10 hours of original programming. And the real kicker: Google is ready to spend $100 million to create original content. Netflix has already gone down the path of original content. The difference between Google and Netflix, however, is know-how. Netflix knows Hollywood as a partner. Google is partner and foe and if you had to pick one it would probably be the latter. The other issue to ponder is whether Google and the emphasis on putting engineers first under CEO Larry Page will really equate to programming success. After all, the left brain-right brain divide is pretty vast. However, Googles revamp of YouTube would make it more aligned with the nascent* Google TV effort. SOURCE *If you did not know the word nascent, I looked it up since I didn't.