YouTube may be the world’s undisputed online video giant, but it’s about to dive into a different space: television. The Google-owned company has unveiled YouTube TV, its upcoming online TV service. The announcement came at the L.A. YouTube Space, and was simulcast to YouTube offices in San Francisco, San Bruno and New York. The service, which is slated to launch in the next few months, will feature over 40 TV networks, situated on a single platform alongside personalized YouTube video recommendations and programming from the YouTube Red streaming service. The company was quick to point out that the service will work closely with local TV stations to bring local content to viewers. YouTube TV will cost $35 per month. It’ll come equipped with a cloud-based DVR that allows users to record unlimited content, and watch anywhere on any type of screen. A single subscription will offer six separate accounts, each with its own personalized recommendations. Notably, some major companies – including Viacom and Scripps – are absent on the platform, at least at launch.

Cynopsis Digital asked YouTube Chief Business Officer Robert Kyncl whether YouTube has plans to grow the number of YouTube TV networks – and whether that would mean raising the $35 subscription price. Kyncl was extremely tight-lipped, saying only that YouTube is continually in contact with partners and that there was no plan to change the price. YouTube TV is perhaps YouTube’s most aggressive move yet to peel away TV ad dollars. The company confirmed that both YouTube and its content partners will sell ads on the platform, at least to start, but said that the details might evolve over time. The OTT-based live-TV space is suddenly a very crowded one, with players such as Dish Network, Sony, and AT&T having leapt into the fray. Hulu and the sports-centric fuboTV are following soon. Suffice to say, Google has a lot of competition; time will tell how YouTube TV fares.