As George Stromplos, the partner development manager at YouTube told the L.A. Times, "We think this is an important investment to make in the future of our original content partners. They've invested in us for years by creating content. And now it's our turn to invest in them."

Of course, it remains to be seen if additional money will make these partners more creative, or if it was the lack of funds that allowed these producers to kindle their creativity in the first place. What is clear, however, is that YouTube's advertising partners would like to place their ads around more professionally produced content on the site. While Google heralds this grant program as a way to encourage the creativity of it's most promising producers, it is also a way for YouTube to encourage brand advertisers to advertise on the site.

How it Works

Google plans to identify eligible partners based on metrics like their growth rate, audience engagement and production expertise. The company will then invite these partners to submit Grant proposals, which will be evaluated by YouTube.

Three days ago the organization celebrated Wikipedia's 3 millionth English article and 2 days ago it launched its official iPhone app. In a week of landmark announcements, the company has managed to charm the Hewlett Foundation and kick start its strategic planning process.

"The Hewlett Foundation's support comes at a critical time," said Wikimedia Foundation's Executive Director Sue Gardner, "We've just begun the planning that will help us identify how to maximize our impact around the world. This support will help us to execute our priorities for the current year, and enable us to plan for the future."

In true crowd sourced Wikimedia fashion, the organization launched a public wiki for community strategic planning. To add your input in how the community is shaped in the next 5 years, visit the Call for Proposals page.

The grant will fund a study of barriers to entry for users and contributors new to Wikimedia Commons. The project team will also identify best practices from similar media-sharing sites. The team will design and implement a simpler workflow for uploading, licensing, and describing media.

"We want to make uploading files to Commons as easy as possible so that people everywhere can join us in helping Commons grow. The bigger Commons is, the more people it will serve."

According to the Ford Foundation website, the funds are granted to select organizations that support emerging leaders, research and dialog, and life-changing or life-improving innovations. Typically, fewer than 3 percent of grant applicants are selected for funding, and purely scientific projects are not typically considered for these grants.

Ford Foundation representative Jenny Toomey said in the Wikimedia statement, "The global community that is building Wikimedia Commons is setting the standard for the way that video and images are uploaded and shared through the Web.

"The whole process is simplified, promotes collaboration, and is driven by consensus among the community. Ultimately, this approach and others like it can help ensure that the Internet remains a rich and open space for learning, expression, and participation."

The Wikimedia Foundation is the non-profit organization which operates Wikipedia, the free, online encyclopedia. Wikipedia contains more than 12 million articles in 265 languages contributed by a community of more than 100,000 volunteers.