By Ronald Grover and Lisa Richwine LOS ANGELES (Reuters) – YouTube has embarked on a new round of discussions with Hollywood and independent producers to fund premium content, two sources with knowledge of the talks told Reuters, a move that could bolster a three-year-old multimillion-dollar effort that has had mixed success so far. The talks underscore Google Inc’s desire to complete YouTube’s transition from a repository for grainy home videos to a site sporting the more polished content crucial to securing higher-priced advertising. Over the past two months, YouTube executives have begun making the rounds, talking to Hollywood producers to explore the kinds of support it could offer its content creators and produce more must-see programming, according to the two people. “We are always exploring various content and marketing ideas to support and accelerate our creators,” a YouTube representative said in an email.
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