MUMBAI: YouTube, the video sharing site owned by web search giant Google, has decided to share a portion of its advertising revenues with users whose videos are able to generate ‘magnificent buzz’ virally and attract a wide audience set.

Under this extended ad-partnership programme, a video will qualify for monetisation only if it satisfies certain specified conditions. Initially, the programme will be available only in the United States.

Earlier, YouTube was paying selected users who repeatedly produced content for the site. Says YouTube product manager Shenaz Zack in the company blog, “To determine whether a particular video is eligible for monetisation, we will look at factors including the number of views, the video‘s virality and compliance with the YouTube terms of service. If the video is eligible for monetisation, users will be informed through e-mail.”

In a bid to increase revenues, YouTube is increasing the number of videos from traditional television and movie companies to potential big brand marketers who are eager to buy more advertising time.