Last week, in conjunction with Sony and Intel, Google launched its Smart TV service, which enables users to search online for content via their TV.
However, speaking to Marketing at the Google Zeitgeist conference, Eric Schmidt, the company's chief executive, insisted that the launch did not mean it planned to challenge pay-TV broadcasters such as Sky and ESPN for the exclusive rights to high-profile sporting properties.
He added that, while Google is keen to boost the amount of live sports coverage and long-form content it made available on YouTube, it would look to do so collaboratively.
'We're not trying to become an exclusive content provider,' added Schmidt. 'We will seek to partner with broadcasters, rather than compete with them in this space.'
His comments follow speculation that Google had plans in place to establish YouTube as a powerhouse in live sports broadcasting after it secured the rights to stream 60 IPL matches to a global online audience at the start of the year (Marketing, 20 January).
The site launched a dedicated channel to show the games covered by the two-year deal. ITV snapped up the TV rights to the tournament in March.
The live streaming helped YouTube achieve record audience figures, with 17.2m consumers logging onto the site in March, up 6% on the previous month, according to UKOM.
Coca-Cola, Brylcreem and Lebara Mobile were among the brands that sponsored YouTube's IPL coverage, generating significant additional revenue for the site.
'YouTube provides a platform for other people's content,' added Schmidt. 'Our strategy is to take this content and continue to monetise it through advertising.'
Google's ambitions in this area have been cemented by the launch of Smart TV. The service will initially be made available via Sony TVs and Logitech set-top boxes.
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