Joost, the Internet TV company founded by Europe’s top Web entrepreneurs, has taken a big step towards commercial viability by signing up 31 advertisers worldwide ahead of the launch of its free service.
The company, aiming to become a new kind of global cable TV network on the Web, was started last year by Niklas Zennstrom and partner Janus Friis, founders of Web phone company Skype, now owned by eBay Inc., and music-sharing site KaZaA.
Joost, which is testing the service ahead of a public introduction expected in coming months, aims to combine TV-like viewing with the wide choice and user control of the latest generation of Web services.
It has already signed broad programming partnership deals with Viacom Inc., CBS Corp. as well as independent producers.
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