The duo behind the blockbuster Internet applications Skype and Kazaa think they have the secret to online video: Make it more like TV.
Joost (pronounced "juiced") seeks to merge the best features of Internet file-sharing technology -- such as its ability to deliver content efficiently -- with a television-like viewing experience. Industry insiders who have seen an early version of the Internet television service extol the full-screen video quality and the simple interface, which is more of an electronic channel guide than the lists of videos on popular sites such as YouTube.
"Joost offers a very Mac-like experience," said Adam Ware, head of business development for United Talent Agency, who has been testing the service that was developed by Niklas Zennstrom and Janus Friis and unveiled Tuesday.
There's no shortage of ways to watch TV shows delivered via the Internet. Apple Inc.'s iTunes Store sells 350 shows for download; YouTube offers short comedy bits from CBS' "Late Late Show With Craig Ferguson" along with its trademark user-created videos; and networks stream top shows for free online after they air, including ABC's "Ugly Betty."
Joost isn't about offering clips or downloads but creating a lineup of varied programming for high-speed Internet connections -- a computer equivalent to cable or satellite television service. It is working with media partners, such as Warner Music Group and "Bridezillas" producer September Films, to make their programming available.
"It's not about finding a clip, it's about finding a channel that you like and watching it," said Joost Chief Executive Fredrik de Wahl. "This is where the traditional TV model is powerful. You can flip between channels and find something that interests you."
De Wahl said Joost had taken steps to thwart piracy. The video is encrypted, and individual users will not be able to contribute clips because of the difficulties of monitoring such user-generated content for copyright violations.
Michael Nash, Warner Music's senior vice president of digital strategy, said Joost shared the label's concerns about piracy. Warner has begun experimenting with Joost to create a Red Hot Chili Peppers channel, which includes a behind-the-scenes look at the making of the band's "Dani California" music video.
