According to content chief Robert Kyncl, YouTube's $100 million investment in new premium channels is only the beginning of Google's plan to back original content, and the center of a long-term strategy to build the next generation of entertainment brands. "This is our content strategy," Mr. Kyncl said, in an interview. "It's how we interact with our suppliers and how we want advertisers to view YouTube."

Amazon is reportedly considering creating original content. A glitch on a company exec's LinkedIn page lead the public to believe that the company may be following in YouTube, Hulu, and Netflix's footsteps. Joe Lewis, a new executive with the tech company, briefly listed his job title as Vice President of Original Television at Amazon for several hours on March 6th. 

In an effort to compete with TV networks, YouTube is spending $100 million to redesign the site's video channels. The new channels will air original video content. The site hopes to bring in more viewers, especially a younger audience. New YouTube channels include a channel that features author Deepak Chopra, as well a channel that features horror shorts by 'CSI' creator Anthony Zuiker.