TRI), The Wall Street Journal, Slate, comedy magazine The Onion, Jay-Z, Ashton Kutcher, Deepak Chopra, Shaquille O'Neal (who will have a comedy channel), and Madonna (with a dance channel). Sources familiar with the deal say that Google paid advances of more than $100 million to get this content. The artists will be able to earn it back through ad monetization over time. The model is similar to how record labels pay advances to artists, but in this case Google will be exercising no control over the creation or production of the content. It's simply seeding the market. > > Bull or Bear? Vote in Our Poll We've heard several times in recent months that Google is upping its investment in original video content under leader Robert Kynci -- as one source put it, the company would rather fund the next MTV or ESPN than buy them, as it was reportedly considering with a YouTube deal. Earlier Friday, Google launched the next version of Google TV, which includes a new YouTube app. The company talked about accessing YouTube content as "channels" -- now it's got some commitments for new content to go on those channels. Earlier Friday, The Wall Street Journal reported that a number of content deals were imminent.