YouTube has launched its YouTube Partner Program in India, which had undergone a trial period in December, 2010. The programme will enable all original video content creators to become content partners with YouTube and monetise their work on YouTube 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.
David Macdonald, head, Asia-Pacific, YouTube Content Operations, says in an official communiqué, "YouTube has been a great platform for Indian content as one can see by the successes of the IPL and our Bollywood studio partners. We will now open up that platform to all media companies and original video content creators to help them monetise their content on YouTube."
As part of its pilot programme earlier in the year, YouTube has been working with select content creators including new media company Yoboho New Media (producers of Desimad) and Jay Hind TV, which produces several comedy shows. There are other examples where users such as independent artists, tech bloggers and housewives posting recipes and videos can make money out of the partner programme.
The programme was first launched in the US in 2008, and is currently operational in 22 countries worldwide. About 9 per cent of YouTube's views come from mobile phones. So, the company foresees this figure as a growing one with the partner programme.
Macdonald adds that the programme is expected to bring in more viewers to YouTube, to consume the high demand in India for Hindi movies, music and sports-related content.