YouTube's jumping into original programming with both feet, with the launch of 100 new channels.
It's signed up partners including Madonna and Jay Z, for music and dance-related channels. Others cover everything from pets to fashion, sport and cars.
The channels will start rolling out next month, appearing gradually over the course of the next year, and will be available on any internet-connected device, anywhere in the world.
"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," says Robert Kyncl, the company's global head of content partnerships.
"Our goal with this channels expansion, along with the grants and educational programs we’ve launched in the past year, is to bring an even broader range of entertainment to YouTube, giving you more reasons to keep coming back again and again. And for advertisers, these channels will represent a new way to engage and reach their global consumers."
The new channels will add 25 hours of new content daily, and mark a move into the mainstream television market - with all the potential advertising that that brings with it.
The company's failed to drum up much content for its Google TV service so far, with a lack of success in gaining licensing deals. But it's certainly now thinking big, comparing the launch with the dawn of cable television.
There's a full list of the new channels here, and users can sign up to hear more as they launch.