Richard Rosenblatt, co-founder, chairman and CEO of Demand Media, and former chairman of MySpace.com has begun the first big push for a new ".tv" domain category for online videos, reports Reuters.

With the main kick-off of the domain expected in March, Rosenblatt hopes that the .tv domain along with new web video-sharing software (provided by Demand Media) will make video sharing more accessible and personal for the masses.

"Video is becoming more personal," Rosenblatt told Reuters. "It's less about the big amorphous websites and more about people creating their own channels."

Demand Media has been building Rosenblatt's vision for ".tv" domain success with the idea of creating social networking sites with video capabilities that serve the interests of specific niche markets.

The new domain addresses the recent increase of many YouTube rivals since Google's acquisition of the site in November. New mini MySpaces and mini YouTubes are expected to form creating new competition for the video-sharing giant.

Users can begin registering domain names from Demand at ChannelMe.tv on Wednesday.