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    YouTube hasn’t revolutionized television — yet

    NEW YORK — When Google unveiled plans to fund 100 new channels of original programming on YouTube, many expected a transformation of television. Just as a handful of networks begat a few hundred cable channels, YouTube would foster the birth of thousands of online channels.

    A year later, such a sea change isn’t palpable — and probably shouldn’t be expected so soon — but YouTube’s platform of programming is gradually taking shape, building into an global ecosystem in which the tools to produce a mini TV station are anyone’s.

    YouTube is doubling down on its investment. It recently expanded into Europe with another 50-plus channels. And it is reinvesting in 40 percent of the channels already launched. That means more than half of the channels have failed to catch on, yet it is still a rate of success that any network programmer would envy.


    ‘‘What we’re trying to do is galvanize the creative and advertising community,’’ said Robert Kyncl, YouTube’s head of content and the leader of its channels initiative.

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    Since it was founded in 2005, YouTube has been mostly the home of user-created video. But by putting out a welcome mat to Hollywood, the site is trying to lure viewers to stay for longer and coax advertisers to pair their brands with known talent.

    YouTube has not made public the size of its investment. Kyncl will go no further than to confirm the $200 million he pledged to spend marketing the channels.

    Jamie Byrne, director of content strategy, said the second round of funding would be similar to the amount of the first round, on a per-channel basis.

    Those not being offered more money aren’t canceled; they are encouraged to keep going, but will have to pay their own way.


    ‘‘Up until now, the primary noun on YouTube has been video. You watch a video, you share a video, a video has view counts and so on,’’ said Shishir Mehrotra, director of product management at YouTube.‘‘We’re gradually shifting the site so the primary noun on the site is the channel, and you tune into the channels that you care about.’’

    Forrester analyst James McQuivey has not seen the progress he expected.

    ‘‘If the requirement for showing progress for Google is that they’ve disrupted television, then they haven’t met that condition,’’ McQuivey said. ‘‘They haven’t really changed the way people watch TV.

    “That said, to have expected to do that in a year would have been kind of crazy.”