On June 7, Google announced its new experiment for YouTube called ‘Cosmic Panda’.  Activating the Cosmic Panda with one click give users a new video-watching and playlist experience, extra page designs and editing tools to customise channels. Another feature: the ability to keep watching a video while moving between videos, playlists and channels only works in Google’s own Chrome browser.

In a post on the official YouTube blog, product manager Noam Lovinsky wrote: «While you’re watching your favorite or new videos, we at the ‘Tube are obsessing night and day over how those videos are presented. Our team is constantly experimenting, tweaking and playing with new ways to make your experience exactly what you’re looking for.»

Eager to get feedback from its users and especially from its partners,YouTube has already gathered comments by phone, email and Google+ discussions. Largely the response from partners is positive.

Currently Google is also working on a research initiative to better understand online and TV consumption habits in the UK. Together with Kantar, the WPP research company, Google developing a small, high-quality panel of 3,000 households that measures television and online activity from a single source. The creation of such panel is the next step in advancing Google’s cross-media goals, says New Media Age. It has always been difficult for brands to see the impact of digital on TV, and visa versa. It’s hoped that this multi-million-pound initiative will aid this understanding and increase spend across media.