RIAs tipped to boom as Joost takes off

MICEBTN archive stories issue 28

Wednesday, 27 June 2007

AS previewed in MICE/BTN late last year, Internet tv company Joost launched early May to the US market, with more than 150 channels of video programming and more shows planned for international users in coming months.

Thirty two advertisers supporting the launch included Coca-Cola, HP, Intel and Nike.

“We are open for business,” said Joost executive VP global advertising David Clark.

“We’re working with the world’s leading advertisers and agencies to design a new ad model for the next generation of television.”

Joost is the brainchild of Kazaa and Skype founders Janus Friis and Niklas Zennstrm. As a downloadable video player, it’s tipped to encourage providers of so-called Rich Internet Applications (RIAs).

Companies are developing RIAs to compete more effectively against browser-based services. RIAs appeal to businesses because they offer greater control of the user experience and of the screen real estate than services that depend on a Web browser, which may be infested with toolbars and other distractions that compete for user attention.    (J)