Google's YouTube had long being at loggerheads with media companies for illegally using their copyrighted content. But YouTube has now decided to share a part of the revenue with them.

The technology blog TechCrunch reported that YouTube expects Google to expand a program which will give access to media companies to sell advertising for their video content that appears on YouTube. It is expected that the program would be initiated by the end of the first quarter. Not only this, the companies would also be allowed to sell advertising for videos that others post.

This will enable the companies to recover revenues for the content that they produce. The move would also be beneficial for Google which will get a share of the advertising revenue.

This is deemed to be two pronged policy by Google. It will give it a chance to shake hands with media conglomerates like Viacom who were launching retaliation against Google. This will also generate more revenue for Google as more content of higher quality can be provided to users.

This would also give media giants utilize YouTube, which is ranked as the top online video property with nearly 100 million viewers in October 2008, according to Internet tracking firm ComScore's report. Youtube is among 10 most visited websites in the World.