21 February 2007

Joost signs up Viacom to provide on-demand video content

Viacom, the conglomerate behind television networks such as MTV, Nickelodeon and Comedy Central, as well as major Hollywood film studios Paramount Pictures and Dreamworks, have struck a deal with Joost, the much-hyped video service that will provide online programming to the public for free.

The deal will see Viacom-owned programming broadcast on-demand by Joost, a company founded by the creators of the instant messaging service Skype. This will come as a major blow to Google's newly-acquired YouTube service, whose relationship with Viacom came under close scrutiny earlier this month when the media conglomerate ordered the site to remove over 100,000 clips it claimed were in breach of copyright laws.

The plans for the service are still in relative infancy, but Viacom will provide programs aimed at teenagers and young adults, including hits such as Beavis and Butthead, The Real World and Punk'd. These programs will be delivered through a small downloadable programme that should be made available to the public at large in around four months time.





















Viacom appears to have an edge over other competitors in the internet programming world since they have fewer copyright issues with their programmes, making it easier for Joost to make a number of Viacom-owned programmes available when the service launches later this year.

Michael Fricklas, Viacom's general counsel, commented:

"We have a very extensive library of in-house-generated material that is fully cleared [for online broadcast]."

Joost will be maintained as a free service for users through advertising and the company will allow content providers to tailor advertising to meet demographic targets, while also allowing them to control advertising sales.

Joost has already signed deals with Warner Music Corporation, one of the world's largest record labels, and Endemol, the company behind TV hits such as Big Brother and Deal or No Deal. From a studio's perspective, the main advantage of using Joost is that programmes will only be 'streamed' to a user's computer, so they will not obtain a full copy of the video content they choose to view.

With Joost, users will be able to pause, fast-forward and rewind programmes; but apart from these enhancements, Joost is likely to seem just like watching normal television on your computer. What's more, Joost users will be able to utilise a system of tools created to encourage the building of communities that can develop around particular television shows or channels - a social feature that is one of YouTube's biggest assets.

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