Google-owned YouTube has tossed aside its 10-minute-video limit rule. It is running full-length episodes of TV shows, starting with a test of three CBS-owned shows: Star Trek, MacGyver and Beverly Hills, 90210. The moves are a response to competition from sites offering full-length videos including Hulu, Veoh and blip.tv, which are gaining traction with viewers. "YouTube is a clip culture," says Jordan Hoffner, YouTube's director of content partnerships. "But we saw that there was a demand for longer form, and a market that's growing, so we decided to try it."