There are many things you can call Google - a search engine, an advertising company, a mapping company - and now you get to call it a media company as well.

Google has bought Next New Networks, a production studio and incubator for entertainment video programming for the web, to be part of YouTube. 

Next New Networks is a new kind of media company, which will help to market and syndicate some of the Web's most popular programming - like dance tracks of the Charlie Sheen interview with Good Morning America.

“We bring together the best elements of TV programming and Internet philosophy to allow viewers to contribute, share and distribute content,” it explains.

“Next New Networks will become a core component of YouTube Next, a new team that will focus on supercharging content creator development on YouTube, driving deeper expertise in partner audience development, and incubating new ideas that can be shared with the broader community,” says Fred Seibert, CEO and co-founder.

“Since we launched in March 2007, we’ve had the goal of building an effective platform for developing, packaging and building audiences for original web video programming. To date, that programming has been viewed over 2 billion times and built a following of more than 6 million subscribers.”

Impressive stuff and surely one of the main reasons Google has snapped it up. How we’ll see that content play out on YouTube isn't certain, but it could be the start of Google taking content creation, as well as content delivery, seriously.