YouTube has announced its partner program in India which will enable video content creators to become content partners with YouTube and monetize their work  through advertising on the website. The company splits the revenue generated by the ads with the partner, with the majority of the share going to the partner. To use this service, content creators are required to apply online. While the announcement was made yesterday, it appears that one of the content partners started early: Eros live streamed the the launch of the music for the Shah Rukh Khan starrer Ra.One a day before the partner program was unveiled in Mumbai. We checked, and while the live stream featured a countdown, the show started rather late, leading to users commenting in frustration at the screen below:

When it did begin, we noticed that Eros wasn’t streaming a direct feed of the promos at the music launch, but a feed from a camera pointing at a screen in a slightly dimly room, leading to poor picture quality in the live stream, and more complaints. Eventually, once the camera moved from the promos to the stars, the complaints stopped, but Eros might want to do something about the picture quality, and timeliness in the future.

YouTube Partners

YouTube has been partnering with Indian content providers for years now, and trying to address issues related to piracy. In an interview with MediaNama, Saregama MD Apurv Nagpal had this to say about content sites like YouTube, which host both legal and pirated content:

If I look at YouTube – they have time and again and talked to us and every stakeholder in the industry on ways to make themselves legal. Metacafe has not, but it continues to be small, and I would love for them to reach some sort of an agreement. YouTube has, and we are one of the three music labels to partner google for their music player, and I don’t have any issue against Google per se.

According to a note from Google, some of its content creators include Desimad , a channel that provides bites on entertainment has 6.9 lakh channel views and more than 16000 subscribers and, a stand-up comedy show has 1.39 lakh channel views with 4,285 subscribers. Globally, YouTube partner program has  nearly 200,000 content partners.

Earlier this year, YouTube also launched BoxOffice, for streaming films. Nirvana Digital, a distributor of Bollywood audio and video content across Internet and mobile platforms, announced the availability of its content catalogue, comprising of Bollywood films and music videos on the website. Shemaroo also launched a dedicated movie channel on YouTube earlier this year.