YouTube on Thursday said it would add a new area to its site displaying full-length TV shows and movies, the fruit of its latest efforts to win over the professional content producers it needs in order to boost the site’s commercial fortunes.

Speaking in an interview with the FT, Eric Schmidt, YouTube parent Google’s CEO, hailed the arrangement as part of a broader push to ally with movie and TV producers, and as a way to bring new “high-quality ads” to YouTube.