Joost could turn out to be the greatest invention since fresh OJ but right this minute it’s just another entry in an increasingly crowded field. The Joost team has a few things going for it right off the bat though—good lineage when it comes to getting traction with a new product (Kazaa, Skype); founders (Janus Friis and Niklas Zennstrom) with deep pockets and the ability to attract more; and the byproduct of those two—plenty of publicity/hype. (Joost is feeding the buzz with a time-proven gimmick: make the beta hard to get into and urge people to ask those already in the beta for a token to get access.) Their contention: they shouldn’t be grouped with the others because Joost is real TV for the web. If the player is half as good as Joost’s ability to get juice, they really could be on to something.
Time is the latest example: “For now, it’s by invitation only, but by this summer it will be open to the public. You’ll download the free Joost software, then use it to watch channels ranging from Lime, a lifestyle station, to National Geographic. And potentially thousands more, from anywhere, in real time — and without the stuttervision that dogs streaming video today. It’s the creation of a team of 60 top engineers — veterans of Apple, Flickr and Firefox — and has already wowed bloggers who have had an early look.”
-- Joost’s first big deal was with Viacom. Time says it’s about to announce a pact with JumpTV to carry some programming it has rights to from 270 stations in 70 countries; that deal will launch with prerecorded Spanish and Arabic programming. The goal eventually is to stream some of the stations live.