一直以来，谷歌（Google）都在“整合全球信息”和创造信息间划有清晰的界限。但最近受到关注的Next New Network收购交易以及日前《华尔街日报》（Wall Street Journal）的一篇报道似乎说明，如今谷歌已在稳步推进原创内容。

    谷歌公司正在计划调整YouTube主页，突出一些围绕艺术、体育等主题的频道。YouTube希望推出20个左右的“收费频道”，每周提供由专业人员制作的5-10小时原创节目。其他频道的内容将源自网站已有内容。

    这与Next New Network被收购前所做的事情非常相似。

    NNN是一个网络之网，已成功地发掘了很多像“奥巴马女孩” （现已入驻其Barely Political频道）这样的YouTube草根天才，通过为这些草根天才提供设备、广告和营销支持，内容聚合以及交叉推广等服务，换取收入分成。NNN利用其所谓的“超级分销”可以到达广泛的视频受众，无论这些受众是在iTunes、MSN、雅虎（Yahoo）和Hulu上，还是Boxee等新兴的视频网站上。

    这对于谷歌/YouTube而言是冒险之举，特别是考虑到谷歌目前面临的监管/垄断/竞争争议。过去谷歌只负责整合和托管视频内容时，还较难说明其厚此薄彼、播放有偏好。现在有了自己的内容，谷歌的分销强势将在又一个影响领域遭到诟病。

    事实上，有时候谷歌似乎就是使劲在给自己找麻烦。

    Google (GOOG) has always cut a pretty clear line between "organizing the world's information" and creating it. However, a recent significnt purchase of Next New Network and a report by the Wall Street Journal today seem to indicate that Google is now forging ahead in creating its own content.

    The company is planning changes to the homepage that would highlight sets of channels around topics such as arts and sports. YouTube is looking to introduce 20 or so "premium channels" that will feature five to 10 hours of professionally-produced original programming a week. Additional channels will be assembled from content already on the site.

    That seems pretty in line with what Next New Network did before they were acquired.

    NNN is a network of networks that has made an art of finding grassroots YouTube talent -- like Obama Girl, now at home on its Barely Political channel -- giving them equipment, ad and marketing support, syndication, and cross-promotion in exchange for a split of the revenue. The company utilizes what it calls "super distribution" to meet viewers where they are, be it iTunes, MSN, Yahoo, Hulu, or emerging venues such as Boxee.

    This is a risky move for Google/YouTube, especially in light of the regulatory/monopoly/competition buzz around the company right now. When Google was only organizing and hosting video content, it was harder to show that it was playing favorites. Now with its own content, its distribution strength will be criticized again, in yet another sphere of influence.

    In fact, it sometimes seems like Google is trying to get itself in as much trouble as possible.