YouTube to try TV programs

SAN FRANCISCO — Google Inc. on Friday mounted another effort to transform its popular YouTube video sharing service into a profit engine, by presenting full-length TV shows from CBS Corp. replete with prominently displayed advertising.

The programs will include new editions of CBS and Showtime shows including The Young and the Restless, Dexter and Californication, according to YouTube director of content partnerships Jordan Hoffner.

On Thursday, Google is expected to report its fiscal third-quarter results amid growing concern among investors over the health of the Internet advertising market.

Google shares have fallen recently alongside the broader market. The shares closed Friday at $332, up 3 percent.

The episodes will be presented with so-called "pre-roll," "mid-roll" and "post-roll" advertisements that briefly disrupt a video with an advertiser's own content.

The move highlights Google's continuing effort to turn YouTube, which it acquired for $1.65 billion in 2006, into a money-maker commensurate with the service's popularity. Google has been criticized for that purchase, as investors and analysts struggled to understand how a video service best known for quirky content uploaded by users could provide a reliable platform for corporate advertisers.

In a conference call with analysts in July, Google Chief Executive Eric Schmidt acknowledged that "the perfect ad product for YouTube has not been invented yet."