Joost gets creative with top artistic agency for new content

Alex Zaharov-Reutt
Wednesday, 23 May 2007 23:20

Opinion and Analysis

Joining a recent batch of new content partners and 32 major advertisers comes a new deal with the CAA to seek out more new and compelling shows for Joost TV.

Tapping into the expertise of the CAA (Creative Artists Agency), broadcast-quality online TV company Joost has struck a new deal to help “secure the most compelling and entertaining content for distribution on the [Joost] online entertainment platform”.

Founded by Janus Friis and Niklas Zennström, the makers of Skype and Kazaa Joost is now in an expanded but still limited availability beta, although the new ‘for friends’ version allows existing Joost users to invite as many friends to try out Joost as they’d like, before a more general release to the public in the not-too distant future. Founded by Janus Friis and Niklas Zennström,

The deal with CAA gives Joost leverage in getting more quality content, a move that is needed to attract more viewers and also more advertisers.

Michael Yanover, head of business development at CAA, was happy to explain in a statement that: “Joost takes entertainment to the next level through its converged television-Internet platform, offering consumers the best content available via a superior interface. CAA will provide Joost greater access to programming through our relationships with networks, studios, record labels, artists and independently-controlled content libraries. We are proud to play an important role in the development of Joost.”

Yvette Alberdingk Thijm, executive vice president, content strategy and acquisition for Joost, said that: "Through our partnership with CAA, we are able to bring more high-quality, professionally-produced programming to audiences around the world through the Joost platform. By providing interesting, relevant programming on a platform with interactive, community-based features, Joost is becoming the online destination for entertainment."

So far, the news for Joost just keeps on getting juicier as they seek to revolutionize television with elements of instant messaging and more built-in along with true video-on-demand. All they need are an even greater and growing range of shows, and with this deal there can be no doubt there’s plenty more on the way!{moscommnt}