YouTube, Google Inc.’s online video website, is negotiating with Hollywood and music producers for material to offer on a lineup of new channels, according to three people involved in the talks.

The channels, part of a YouTube.com overhaul, would let Google offer ad-supported videos to viewers who increasingly use Web to watch films and TV shows, said one of the people, who wasn’t authorized to speak publicly. The discussions are preliminary and no plans have been solidified, one person said.

YouTube intends to offer channels tailored to music, TV, and sports, along with a celebrity site, each with more than 10 hours of professionally programmed original material a week, one of the people said. Plans call for 20 channels funded with $5 million each for programming, a separate person said.

The service wouldn’t be available until later this year or early in 2012, the person added.

Chris Dale, a spokesman for YouTube, had no immediate comment. The Wall Street Journal reported on the plans earlier today.

YouTube will initially focus on short programs and music videos, the people also said.

Leading the talks is Alex Carloss, who joined YouTube in March from Viacom Inc.’s Paramount Pictures, where he led digital distribution, said one of the people.

Google, owner of the most-used search engine, rose $5.09 to $574.18 in Nasdaq Stock Market trading. The company, based in Mountain View, California, has dropped 3.3 percent this year.