NEW YORK – YouTube is making a bold step into original programming in an entertainment venture with some 100 content creators, from Madonna to The Wall Street Journal.

The Google-owned video site said Friday that it’s launching more than 100 new video channels. The partners include an array of Hollywood production companies, celebrities and new media groups that will produce mainly niche-oriented videos.
YouTube is shelling out $100 million to producers, according to people familiar with the matter, who spoke on condition of anonymity. The money is an advance on advertising money the videos will bring in, and Google will recoup its portion first before splitting the proceeds. Advances are as high as $5 million per channel, said another person familiar with the arrangement, also speaking on condition of anonymity.
Neither person was authorized to comment publicly on the matter.
Google declined to offer financial details of the deals, but said the majority of revenue will go to partners.
Participants include Madonna, former NBA star Shaquille O’Neal, comedian Amy Poehler, actor Ashton Kutcher, “Office” star Rainn Wilson, spiritual doctor Deepak Chopra and “Modern Family” actress Sofia Vergara. Most are creating channels through their production companies. Madonna is a partner with the dance channel DanceOn, while O’Neal plans the Comedy Shaq Network.