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YouTube India is different in that it features a localized home page plus search functions, allowing users create and share videos, discover the most popular/relevant videos in India, and generally connect with other Indian and global users. Over time, YouTube India is expected to have an entirely 'local' flavor and feature content and functionality that is most desired by Indian users
Speaking at the launch, Steve Chen, chief technology officer and co-founder of YouTube, said, "We are very excited to bring a local version of YouTube to India considering the passion of users here for music and entertainment. For a culture that is steeped both in video and in storytelling, and where everyone has a voice -- YouTube India will not only offer Indian users more relevant content but also provide a platform to share India's unique and diverse culture and lifestyle with the largest online video community in the world."
Adding to it, Sakina Arsiwala, international manager of YouTube, said, "YouTube allows anyone with a simple Web camera or even a cell phone to create content, connect, and converse with each other through the medium of video. It provides a powerful way for people to express themselves. From a home video to a magic show to classroom lectures or working professionals connecting with their families in another city, YouTube is about communication and not just entertainment."
YouTube India sports local features like promoted videos, featured videos, home page promotions, localized user interface and help center, user support and community features (video ratings, sharing, and content flagging), and intends making easier for the Indian YouTube community to search and view videos from India. In addition, content uploaded by users in India would show up as 'top favourites' and 'recommended content' on the local YouTube Web site. YouTube India also aims at facilitating exchange amongst the large Indian NRI community.
Meanwhile, YouTube India has already inked partnerships with the likes of UTV, NDTV, India TV, Zoom TV, Rajshri Films, Eros Entertainment, IIFA, the Ministry of Tourism, IIT Delhi, and KrishCricket to name a few, with the objective of bringing exclusive Indian content to users in newer ways.
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