YouTube is betting large on original programming, throwing dollars at both established YouTube producers and successful television producers. Disney-ABC is on board to develop original content. CSIcreator Anthony Zuiker is involved. Can YouTube reinvent television, again?

While manufacturers revealed countless Internet-enabled TV sets at this year’s Consumer Electronics Show (CES), YouTube’s VP of Global Content Robert Kyncl announced the Internet-streaming giant wants to remake the online video world to look more like television. In 2011 the service announced a $100 million investment in original content, targeted at studios and big name creators as well as home-grown YouTube stars. At CES, Kyncl confirmed YouTube’s vision of a future that goes beyond cat videos, and involves curating a hundred or so channels of professional content targeted at niche audiences. In short, YouTube wants to remake its streaming video service to look like the cable world.

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File under: “smart media buys.” Kudos to Chevy for a simple yet ingenious campaign for Volt. “Chevy Volt Journey” takes straightforward frames and expandable banners and turns them on their head with a branded content journey across the Federated Media network. Forget microsites and configurators and give the people what they want: great content.

Two lessons: first, make your media dollars do something for your target audience, not just for you; second, look to inspiration from currently successful digital things when you design your own.

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