Why Joost Isn't Just Your Average 'YouTube Killer'

Published: February 26, 2007
NEW YORK (AdAge.com) -- You get home from a long day at work, flop down on the couch, crack open a cold lager and flip on the TV. Clicking through your own personal programming guide -- no more having to scroll past endless movie channels or cooking networks you've never watched -- you settle on a surfing show. A massive wave forms and you shoot your brother an instant message: "watch this." He clicks on it and instantly is synced with the program you're watching.

Here's the catch: the video stream isn't coming from Comcast or DirecTV, it's coming from Joost, one of the latest entrants into the online video market -- and a service for which the cliche "YouTube killer" has been commonly applied. But it's more likely to become a cable-company killer. While YouTube has become a repository for Long Tail user-generated content, Joost is looking to distribute professionally created content.

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