Channel 4 and YouTube are set to sign a landmark deal that will see the TV network's content displayed on the video-sharing website.
One of the key elements for the deal to be completed centred on advertising, although it is not yet clear how marketing revenues will be shared, according to the Telegraph.
As long as the arrangement is finalised, YouTube will provide a 30-day catch up window of Channel 4 content - in a similar way to 4 on Demand.
Explaining the debate on advertising, a senior television source close to the TV channel tells the newspaper: "It was key for Channel 4 to be able to sell the advertising around its own inventory so it could extract maximum value from the deal and retain commercial control over its own property."
The industry insider adds that the Channel 4 branding will stay exactly the same when transmitted onto the video-streaming service, which is owned by search engine giant Google.
Meanwhile, recent research from digital analyst comScore found that YouTube accounted for 99 per cent of all videos viewed by US web users at Google sites in August.
