Google shares ad income with video producers

Google has started sharing advertising revenue with the makers of a popular video clip. This could be the first in a number of deals that could drive up the costs of competing in the  video-sharing sector.

The search company has agreed to turn over most advertising revenue generated by the latest "Diet Coke & Mentos Experiment" video from Fritz Grobe and Stephen Voltz.

Until now, most amateur-made material that appears on video-sharing sites was made for fun. Analysts say that inviting talented video producers to offer them a share of the add income that is generated from their videos is the way of the video-sharing future.