NEW YORK (AP) — YouTube is adding to its original programming by launching channels specializing in female dramas and United States Olympic athletes.
The Google Inc.-owned video site announced the new channels Wednesday ahead of an upfront presentation to advertisers. YouTube has sunk more than $100 million into an ambitious project to lure audiences for longer viewings and attract advertisers with higher quality videos.
Filmmakers Jon Avnet and Rodrigo Garcia will launch the channel WIGS, focusing on scripted dramas for women. Also new is a TeamUSA channel from the U.S. Olympic Committee that will feature content ahead of the 2012 games.
The Tribeca Film Festival, which recently concluded its 11th annual festival, is also planning a channel.
YouTube has launched some 100 channels throughout the year.