Mumbai: Online video and photo sharing major YouTube has launched 'YouTube Partner Programme', which will enable all original local video content creators to become its content partners thereby helping them monetise their work through advertising.
The programme is open to all Indian content creators who make original, high-quality videos on a regular basis and use YouTube to distribute their content online. YouTube plans to share advertising revenue with its most popular and successful video creators.
"YouTube has been a platform for Indian content as demonstrated by the successes of the Indian Premier League and our Bollywood studio partners. We are opening it up to all original video content creators in India to help them monetise their content," YouTube Content Operations head for Asia Pacific David Macdonald said here.
Under the initiative, once a video creator has been accepted to the partner programme, ads start appearing overlaid or next to their videos. YouTube then splits the revenue generated by those ads with the partner, with the majority of the share going to the partner.
YouTube has been selectively working with original Indian content creators as part of its pilot programme here since last December, and many content creators have already started reaping benefits of the programme.