Google is reportedly planning to purchase web video producer Next New Networks for its popular YouTube video streaming service.
According to The New York Times, two sources with knowledge of the company's plans said that Google is considering to acquire Next New Networks a web video production company in an effort to provide more original content for YouTube.
No binding agreement has been signed between the companies yet, indicating that they are still haggling over the price.
The deal is set to be important for Google as it aims to produce original contentto lure viewers into watching YouTube through internet-enabled TVs.
Next New Networks was founded in 2007 and produces original video content for release on the web. The start-up is behind popular video series like 'Barely Political' and 'Indy Mogul'.
The company has also started a Next New Creators program, which encourages independent film makers to make videos for the company and helps them to promote their work and make money.