THR's 2012 Digital Power 50

Google-owned YouTube is no longer happy to be the go-to destination for user-generated content. Leveraging professional content and the increased advertising revenue opportunities that entails, it unveiled in October a first wave of deals with key players to produce genre-specific, branded channels featuring original content. Among the big names dropped: Lionsgate, BermanBraun and Jay-Z. Full-length movies from Sony, Warner Bros., Universal and Lionsgate also made their way onto YouTube's new rental service in 2011.  A key driver in this initiative is the company's Hollywood ambassador, Kyncl, 41, former vp content at Google, global head of content at YouTube in 2010 and a Netflix alum.

PHOTOS: THR's 2012 Digital Power 50