The Google-owned video site has been trying to make in-roads into hosting as much professional content on the site, as well as user-generated content and encouraging users to set up channels. However, in the UK, apart from a landmark deal with Channel 4 and then Channel Five, few other content owners and broadcasters, have entered into full syndication deals with the site – instead preferring to set up their own channels on the site and control the distribution of their content themselves.