April 17, 2009

Google Inc.'s YouTube said Thursday it is vastly expanding its library of full-length movies and TV shows it offers online, while also launching a new advertising service and adding about a dozen new content partners.

The offering, which went live late Thursday, marks a further departure from the fuzzy homemade clips that made the Web site popular and is the latest move in You Tube’s attempt to boost sales and profits. Last week, YouTube announced it was teaming up with Universal Music Group to create an online music video venture.

"It's a first step in a long commitment," said Shiva Raja Raman, a YouTube senior product manager, in a conference call with reporters.

The company hopes to add to its movie and show content over time. The titles available at launch are mostly older fares that are already available elsewhere on the Web. It will offer for free hundreds of TV show titles including "Beverly Hillbillies" and "Married With Children," and hundreds of movies, including "Casino Royal" and "Cliffhanger."

The service expands on You Tube’s existing partnership with several studios, whose parents include Sony Corp., Lions Gate Entertainment Corp., CBS Corp., Metro-Goldwyn-Mayer Inc. and Liberty Media Corp

On Thursday it also announced new partnerships with 13 smaller companies such as Discovery Communications Inc., National Geographic and Snag Films LLC. Advertising revenue will be shared with the content providers.

The news came on the same day Mountain View-based Google said it earned $1.42 billion, or $4.49 per share, in the first quarter, up 9 percent from a year ago.

Google bought YouTube for $1.76 billion in late 2006 but it hasn't emerged as a major marketing vehicle and the company does not disclose its revenue figures. Analysts have estimated its revenue in 2008 at around $200 million.