Google-owned YouTube plans to launch a new original programming initiative by the end of 2015, different from its 2012 channel-centric initiative. Alex Carloss, head of originals at YouTube, told attendees at this week’s National Association of Television Program Executives conference that the program would provide financial support for top YouTube talent to produce more original content. However, he stopped short of specifying which talent would be supported and how much would be spent.

Instead of focusing on native digital brands and Hollywood producers, as was the case in 2012, YouTube aims to assist today’s popular native YouTube talent.

Carloss made a distinction between YouTube and the scripted efforts of Amazon and Netflix. “We’ll start with the next level for a lot of our creators; we’ll fund beyond what they are typically able to realize,” he said.

Carloss noted that programming would not be constrained by the traditional 30- and 60-minute episode formats of television. He also pointed to how current TV shows seem to be mimicking YouTube’s formats, and addressed how late-night talk show hosts have been successful promoting segments online.

“Carloss said his originals team, which is just three months into its effort, is split among scripted, unscripted, family and comedy programming,” reports Variety. “In addition to financial support, the talent involved will be able to partake of marketing help, ‘matchmaking with off-YouTube talent,’ and the company’s own production facilities.”