• by Wayne Friedman , May 23, 2007

Looking to ramp up its TV brand image, Joost, the high-quality Internet TV service, is signed with Creative Artists Agency.

CAA will look to boost the Joost name and image in linking the new company with other entertainment content.

Michael Yanover, head of business development at CAA, said in a statement that CAA will provide Joost "greater access to programming through our relationships with networks, studios, record labels, artists and other independent content."

Schedule to officially launch next month, Joost will feature 150 channels for animation, entertainment, film, sports, comedy, lifestyle, documentaries and sci-fi. Joost already has deals with CBS Corp., Viacom and others.

Joost is founded by Janus Friis and Niklas Zennstrom, who also started music Internet sharing site, Kazaa, and telecommunications site Skype. They have built Joost in a similar way, using peer-to-peer technology, which they say will help avoid future Internet storage capacity concerns.

While Friis and Zennstrom have had copyright issues with music companies over Kazaa, they say there will not be similar concerns with Joost, since all content will have deals with rights holders.