Google's video sharing site YouTube has unveiled a new service that allows users to vote on viral videos pitched against each other.
YouTube Slam pitches batches of videos in head-to-head battles, with users able to pick their favourite.
The service, which has launched with five categories (cute, music, bizarre, dance and comedy), is designed to give videos a wider reach.
According to a YouTube spokesperson, Slam is a “place for discovering talented amateur singers, the most adorable clips and the craziest videos on YouTube.”
How many votes each video gets determines its place on a leader board. Users will also be able to predict which videos they think will be the most popular.
The move follows a recent update of YouTube's front end, and increasing competition from other video sharing sites.
Speaking to the BBC, Mark Mulligan, digital media analyst at the Music Industry blog, said: "YouTube desperately need to create a new relevancy for themselves and that's why with the recent site re-launch - making it look more like a rich interactive TV-like experience - and features like Slam are all about trying to give YouTube a unique place in the online video landscape."