Similar to Skype, Joost requires users to download free software, which lets you browse the Internet for channels and content clips. Ads will support the service, but they’ll be briefer and less frequent than network television.
Among the advertisers aligning with Joost – Deutsche Telekom’s T-Mobile, chewing gum maker Wrigley, and cosmetic manufacturer Maybelline, owned by L’Oreal.
With content and advertisers ready to back the new service, you might find yourself asking what’s in a name. “Joost has a good vibe to it,” said CEO Fredrik de Wahl. “We have a gut feeling this name is right.”