Google's CEO, Eric Schmidt, reported in a television interview that his highest priority for this year is to start making money from YouTube. He stated that the company is set to release a series of new products aimed at increasing advertising revenue on YouTube's site. He did not disclose any details of the new ads other then to state that the new ads would be "much more participative, much more creative ... much more interesting in and of themselves." Shares of Google rose 4.7 percent following the announcement.