May 03, 2012 at 08:13 PM
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Google To Spend $200M Marketing YouTube Channels

At its inaugural upfront yesterday, Google execs made clear that the company plans to flex its marketing muscle to build an audience for its new YouTube channels. According to reports, the company has earmarked $200 million in marketing to the effort.

YouTube's initial channel line-up will feature co-branded titles with partners like IGN (gaming), Wall Street Journal (finance) and SB Nation (sports). The sports channel alone is reportedly pitching exclusive sponsorship packages in the $40 million per year range.

“We will fish where the fish are in a mighty big pond,” Google VP-content Robert Kyncl told attendees at last night's YouTube upfront, according to Advertising Age. “If you want to lead, join us now for the next seven years. We can build audiences together. We can build brands together.”