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Joost Launch: Round Two

Two years ago, many Web critics thought that Joost would be what Hulu is turning into: the go-to distribution platform for professionally produced content. It didn't really happen, of course. To hear Joost executives tell it, TV networks were reticent about distributing their content. To hear others tell it, Joost failure to gain traction came down to an "unwieldy" download and a poor user interface.

Indeed, Web sites-and not desktop software-have turned into the preferred means of distribution for the major TV networks. As such, Joost has decided to reinvent itself via a new service that launches inside a Web browser, just like everyone else. In an interview with Silicon Alley Insider, Joost CEO Mike Volpi says that that product comes out in a few weeks.

Volpi admits that the first iteration of Joost "didn't exactly hit the sweet spot" with users, and that professional content distribution evolved into a non-exclusive model. Now, he says, "Our view is that...by packaging it and merchandizing it better, hopefully we will be a better place to come to." But what differentiates Joost from Hulu or Veoh? Indie and "mid-tail" content, Volpi says. "We host a lot more indie content than Hulu -- and we are doing a lot more work to distribute and sell advertising on that content."

Read the whole story at Silicon Alley Insider »

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