It is good news for the media partners of YouTube that Google's video-sharing site is all set to allow the media companies to showcase their own ads on the site. According to reports, YouTube will soon allow media companies to sell their video content ads, and it will share the revenues from their videos with the media companies.

Well, YouTube's relationships with media companies had tensed up a great deal over the issue of illegally distributing their copyrighted content. In such situation, YouTube's recent move will help to improve the YouTube's relationship with the media companies.

Currently, a few media companies sell their own ads on YouTube; for instance, CBS sells its own ads for videos. But now, YouTube is all set to expand "bring your own ads" program to more big studios. The expanded program is expected to come into effect by the end of the first quarter.

However, YouTube refrained from naming the media partners that it intends to allow, saying, "We work with partners on a case-by-case basis to see whether this option makes sense for them and make those decisions accordingly."