A branded channel that YouTube created for CBS in October is helping drive viewers to the network, and has helped push CBS to the lead in the TV ratings war. The brand channel, which was created for CBS in October, allows the network to upload video clips from CBS programs, CNNMoney reports. An interesting angle to the partnership is that CBS agreed to make the videos downloadable in exchange for having the ability to either have existing copyrighted CBS material removed or share in the ad revenue from the clips.

So far, the experiment has been a smashing success. Through the end of November, CBS had uploaded 300 video clips, which had been viewed a combined 30 million times. So far, over 35,000 YouTube users have subscribed to the channel. And the clips seem to be boosting ratings for network's shows.

Late Night With David Letterman audiences increased by 200,000 viewers shortly after its YouTube debut, and The Late Late Show saw its viewership increase 7 percent after clips from the show were made available on the site. Such success will no doubt draw the attention of rival networks, possibly leading to more branded network channels on YouTube.