YouTube is negotiating with Hollywood studios and music producers to create a lineup of channels that would be tailored to viewer interest in television, music and sports, reports Bloomberg.

The Google-owned company’s plans call for $5 million to be invested in each of 20 channels, the story says. Each channel would offer about 10 hours of original programming every week.

The service is expected to be up and running later this year or in early 2012, the piece notes.

The video site will first focus on short programs and music videos.

YouTube had no immediate comment, the article says.