Skype Founders Announce Joost Online TV

Just last month, Skype founder confirmed they were testing an online TV service dubbed The Venice Project. Today, they rolled out a beta and a new name: Joost.

Just last month, Skype founders Janus Friis and Niklas Zennstrom revealed they were working on an Internet-based broadband television service dubbed “The Venice Project.” The idea is to provide high-quality television programming via the Internet, and have the whole thing be supported by advertising—and this be free to users. The global platform would support copyright protection for content owners, while integrating “Web 2.0″ technologies like tagging and community-driven interactivity.

Although still in a private beta testing phase, today the company formally dropped the “Venice Project” monicker in favor of Joost. “People are looking for increased choice and flexibility in their TV experience, while the entertainment industry needs to retain control over their content,” said Fredrik de Wahl, Joost CEO. “With Joost, we’ve married that consumer desire with the industry’s interests.” The Joost site currently offers a blog and some screenshots—and invites interested users to sign up to beta test the service. Joost claims to offer instant channel switching and full-screen display in addition to interactive features.

Joost says it wants to offer everything from mainstream programming from network broadcasters and mainstream movies to videos from enthusiasts, bloggers, and everyday folks. Right now, it’s not clear what content will be available on the service when it eventually launches: content available to beta testers is apparently only to shake down the service, and doesn’t represent what will eventually be offered.

One challenge Joost will face will be how to differentiate itself from broadcast television: why would users choose ad-supported Joost over ad-supported broadcast content? Joost plainly hopes the answer is in its community-driven approach, as well as the quality and variety of content it can make available.