Jun 7, 2011 14:21 GMT  ·  By

YouTube is expanding into anything that has to do with online video, but as it often the case, the most interesting products are only available to US users. On occasion though, YouTube, and Google in general, does launch cool products somewhere else, catering to the local conditions and advantages.

The latest such move is an ad-supported movie channel for Bollywood movies. Obviously, all videos on the site can have ads, but the dedicated channel is more suited for full-length movies rather than the short clips YouTube is known for.

The new channel, dubbed Box Office, is clearly still experimental, judging by the small selection alone, but it could prove a success in India where internet usage is exploding.

The new channel lists only a couple of dozens of movies right now, but more will be added each month. There's a rather diverse selection, well, as diverse as Bollywood movies get, with classic flicks shown alongside the latest blockbusters.

"We wish to create a destination for users which is easily discoverable and also help our content partners get more viewers for their premium content," YouTube's Gautam Anand said.

"With over 48 hours of content being uploaded on YouTube every minute, this is our attempt to curate premium and exclusive content which our users enjoy. This initiative also opens up a new window of opportunities for marketers to utilize the platform and engage the YouTube community," he added.

It's a much smaller set up than the video rental service it launched in the US, but it is an interesting alternative. YouTube already has all manner of feature films streaming for free, but it's mostly back catalogue stuff that only has a niche audience.

If YouTube will be able to get Bollywood movies that many people will actually want to watch, it could create a sizeable audience for itself in the country, though it will have to expand the selection quite a bit if it wants to attain critical mass.