Google's tried to get premium advertising on YouTube by cutting deals for network shows in the past, but didn't get any takers -- and now the Wall Street Journal reports that Google's decided to compete directly with the likes of CBS and NBC instead. The company is said to be in talks with stars like Tony Hawk and Baron Davis, media companies like Warner Bros. and ShineReveille, and a lineup of big-name producers and directors about creating content specifically for YouTube. The partners will create TV-quality shows for 20 or so "channels" on YouTube, in categories like food, sports, comedy, and news -- high-end content that could be a lucrative move for YouTube, if it can get past its cat-video reputation.