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YouTube tuning into TV

Chad Hurley, the boss of video-based site YouTube, has spoken of his hope that YouTube can get users to stay for longer on the site and use it in a similar way to TV, allowing it to take a larger share of the overall advertising pie.

Speaking to UK press, Hurley said he wants the average viewing time to move from the current 15 minutes to nearer the TV equivalent of five hours. He added that technological advances and the ubiquity of mobile devices that were video enabled would help to eradicate the idea that online video services and standard TV are different platforms. Instead, he spoke about “one world of video” with advertisers placing ads against content, irrespective of the platform.