Rebecca Hawkes ©RapidTVNews | 16-09-2011

Google has formerly launched its Indian YouTube Partner Programme whereby original content creators can upload video on a revenue-sharing basis, after reportedly testing the water with long standing pilot partners such as Zee TV, Yash Raj Films, and Sony Entertainment TV.

India becomes the 22nd country to join the programme, which began in 2007 – even though users uploading content on YouTube from India are only dwarfed by those based in the US. YouTube says it now commands 20 million unique users across India, and believes this figure will increase to 25-30 million users by end of 2011, reports Business Standard.

Globally, the YouTube video sharing platform has 20,000 partners, all of whom produce regular video content which gets distributed, alongside revenue-generating advertising, by the digital giant. Creative partners can earn up to 70% of the advertising revenues, with the rest going to Google.

David Macdonald, head of YouTube Content Operations, Asia Pacific, said: “YouTube has been a great platform for Indian content as demonstrated by the successes of the Indian Premier League and our Bollywood studio partners. Today we are opening up that very same platform to all media companies and original video content creators in India to help them monetise their content on YouTube platform.”

A late night high definition (HD) Hindi comedy called Jay Hind has also reportedly notched up over 100 million views on YouTube over the past two years. Business Standard reports the biweekly long format show records an average of 150,000 views per day; 7% of these stem from outside India.

Indian company Yoboho New Media, which produces the Bollywood celebrity site Desimad, has been working with YouTube since the pilot scheme began last December. It claims to have amassed nearly 600 million views to date across multiple channels, according to CIOL.

“Every creator requires and audience, and the YouTube partner programme not only ensured that we had a huge number of viewers but also ensured we got rewarded well over a period of time, which really took us by surprise,” Hitendra Merchant, founder and chief executive, Yoboho New Media is quoted as saying by CIOL.

“The YouTube partner programme…has helped us grow and move towards being a profitable organisation,” he added.