It’s been said that thanks to the Internet and IP-based digital telecommunications – as well as cable TV before them – the market for video news, information and entertainment is no longer a mass market but a market made up of an ever-growing mass of niches. The same can be said for music.

YouTube is intent on keeping this trend going strong. The Google division announced that it will be expanding the channels it carries, as the world’s most popular online video site will soon be hosting an “even wider range of talented producers,” according to a post on The Official YouTube Blog.

“Even more talented creators and original entertainment will soon join YouTube’s existing channel lineup, including channels created by well-known personalities and content producers from the TV, film, music, news and sports fields, as well as some of the most innovative media companies in the world and some of YouTube’s own existing partners.

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“These channels will have something for everyone, whether you’re a mom, a comedy fan, a sports nut, a music lover or a pop-culture maven,” according to the October 28 blog post.

YouTube plans to launch 96 new video channels in the next year in an effort to attract more advertising with professionally produced content, according to Todd Spangler’s Multichannel News report.

YouTube announced that its new content partners will include Shaquille O’Neal’s Comedy Shaq Network, Deepak Chopra’s Chopra Media/Generate, and The Onion’s politics and political satire.

Joining them is a diverse range of sources, according to Multichannel News’ report, including Thomson Reuters, Slate, Ashton Kutcher, Hearst Magazines, Meredith, Varsity Pictures and The Wall Street Journal, which intends to broaden its range with the launch a lifestyle channel that covers design, fashion, travel, wine, food and technology.

“Cable television expanded our viewing possibilities from just a handful of channels to hundreds, and brought us some of the most defining media experiences of the last few decades — think MTV, ESPN and CNN,” YouTube’s global head of content partnerships Robert Kync wrote in the blog post.

“Today, the Web is bringing us entertainment from an even wider range of talented producers, and many of the defining
channels of the next generation are being born, and watched, on YouTube.”

The first new, original YouTube channel is scheduled to appear next month and will continue over the next year.

The new channels will be available via any Internet-connected device anywhere in the world.

YouTube’s offering a ‘sneak peek’ at some of the new content, as well the opportunity to receive the latest news and updates regarding new channel launches and content providers.

The move illustrates the growing diversity of OTT content, which now increasingly includes original content which can only be accessed through online channels.

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