YouTube is tapping Kevin Hart, Ellen DeGeneres and other big-names to make original shows (GOOG, GOOGL)

NEW YORK — YouTube plans to produce a slate of original video programs to air on its website, as the Google-owned company seeks to retain its audience amid competition from the likes of Netflix, Hulu, and Facebook.

During a presentation at New York's Javits Center on Thursday, YouTube boss Susan Wojcicki showcased some of the new programs, which she said were something that YouTube advertisers had been asking for.

The shows will feature big-name celebrities like Ryan Seacrest and comedian Kevin Hart, and will be available exclusively on YouTube's free, advertiser-supported website, and not on the company's subscription-based premium service, YouTube Red.

YouTube is the world's most popular video streaming website, but much of the content is unpolished, created by amateurs and occasionally offensive — a problem that has come to the fore in recent months as advertisers discovered that their ads appeared alongside violent and racist videos. More than 250 brands reportedly pulled their spending.

“We apologize for letting some of you down," Wojcicki said on Thursday. "We can and we will do better."

Third times a charm

The effort to bankroll high-quality original programming for the site marks YouTube's third attempt at playing a more direct role in shaping the content on its site, and underscores the challenge of finding the right formula for success in video streaming. YouTube initially spent more than $100 million in 2011 to help launch channels anchored by big names like Madonna and ESPN. That initiative was not entirely successful, and YouTube took another shot a few years later, this time relying on home-grown YouTube stars instead of celebrities.

Now it appears that YouTube has reversed course yet again, and believes that celebrity talent is a key to success at a time when rivals like Netflix, Amazon and Hulu are pouring large amounts of money into professionally-produced original programs.

YouTube is still investing in its homegrown talent too, with YouTube stars involved in the majority of roughly 40 original programs the company is rolling out for its various platforms.

When describing why YouTube was undertaking this celebrity-driven initiative now, YouTube's business chief Robert Kyncl said it was because completely ad-supported series were "

In total, YouTube announced 6 new original shows with stars including Demi Lovato, Ellen DeGeneres, comedy duo Rhett & Link.

Here is the descriptions of the shows, from YouTube:

Ellen’s Show Me More Show:
Good Mythical Morning:
Kevin Hart:
What the Fit
I Am: Demi Lovato:
Best.Cover.Ever.:
The Super Slow Show:
Katy Perry Live Special:

YouTube is tapping Kevin Hart, Ellen DeGeneres and other big-names to make original shows (GOOG, GOOGL)

Third times a charm

Enhance Your Pulse News Experience!

JOIN OUR PULSE COMMUNITY!