Google is upping its YouTube capabilities by sourcing original content and creating an online alternative to conventional broadcasting methods, claims Electronista.

Unnamed sources have been cited, claiming Google is prepared to invest $500-600 million in the project on professional video content. Initially, the company was only to spend $100 million.

It’s also been reported Google is trying to court other content sources, such as cable TV productions, in addition to its existing content base.

Some individual deals are setting the company back tens of millions of dollars, as Google dig deep to fight off competing industry veterans.

“They are throwing around huge money,” says an executive who has found himself bidding against Google for video content.

A move to source its own content could reduce Google’s dependency on traditional programs and channels, especially for projects like Google TV. At one stage, Google was banking on its Android platform merging the best of TV and online content, but some companies are actively blocking Android access to their websites.

Through applications, YouTube already penetrates Android and iOS mobile devices, while its mobile website caters to the remaining mobile community.

Recently Google also acquired Motorola Mobility, who currently manufacture mobile set-top boxes, already putting one of Google’s billion-dollar feet in the broadcasting door.