YouTube yesterday launched a Paris Hilton "Brand Channel" sponsored by Fox's Prison Break and aimed at promoting the multi-talented heiress's debut album Paris.

The initiative hopes to generate revenue by incorporating advertising and sponsorship in separate channels where it can be avoided by hardline anti-ad YouTube users.

In parallel with the Hilton channel, YouTube rolled out what it calls "participatory video ads" (PVAs). According to Reuters, the first PVA was for Weinstein Co's movie Pulse which "appeared as a video commercial on the YouTube home page that users could rate, share and comment on" - just like any other YouTube content.

Down at the Paris Hilton channel, meanwhile, there's a predictable collection of vids and music but, sadly, no trace of One Night in Paris or the Carl's Jr Spicy BBQ Burger cavort - something which will disappoint fans looking for some hot footage of Ms Hilton chewing meat. ®