Video sharing website YouTube is said to be receiving a cash injection of $100 million from Google, with the funds being used to revamp the entire service for users.

According to the Wall Street Journal YouTube is looking to expanding it's programming to include more original content which insiders hope could see the internet service take on traditional television channels.

The online video sharing site is said to want to compete with cable and broadcast services with a series of changes planned to organise the website into channels centred around topics and themes such as sports or arts.

The YouTube plans are also said to see the website producing original material for viewers with around 20 channels featuring professional produced material while also keeping the rest of the content on the site which would be directed to different channels.

It is said that Google are to invest $100 million which will be directed towards the commissioning of low cost content design.

By creating a platform for both original programming and user uploaded content in one place YouTube will be developing their own niche within the market, yet to be exploited by any other broadcasters or online services.

The overall aim of the new services to be offered by YouTube is to increase viewers times on the site. Currently the average amount of time spent on YouTube is between five and 10 minutes and this has not proved to be an appealing statistic for advertisers.

By increasing the time each user spends on YouTube the company will be hoping to draw in some big money revenue from advertisers who will be targeting viewers over a longer period of watching.