Joost offers free TV shows online, but test version lacks juice

June 14, 2007 — -- Maybe Joost really does represent the future of television. But for now the new, ad-supported Internet TV service feels retro -- and thin.Joost lets you watch a variety of full-length TV shows for free on a computer. But there's no live programming at the moment, and the sparse lineup is underwhelming.

On my PC, I took in black-and-white episodes of Lassie from the '50s and Nickelodeon's The Ren and Stimpy Show from more than a decade ago. There's some fresher programming (but not a lot), with more promised.

Still, anyone who viewed classic TV in its heyday couldn't do what a Joost viewer can: build online communities, chat and swap instant messages, and watch whenever they want.

Indeed, Joost (pronounced juiced) is gaining attention because it is the brainchild of Niklas Zennstrom and Janus Friis, co-founders of the popular Skype Internet phone service and the controversial Kazaa file-sharing service.

Joost is based on "peer-to-peer" technology similar to what Skype uses on calls. Like Skype, you can access Joost from any newer computer connected to the Web.

Joost has attracted high-profile content partners including CBS, CNN, Turner Broadcasting, Warner Bros., Sony and Viacom. CBS and Viacom, along with venture capital firms, are financial backers. It has also signed more than 30 advertising partners, including Coca-Cola, Hewlett-Packard, Intel and Nike.

But several questions pop to mind: Who wants to watch TV on computers? Will those willing watch anything longer than 10 minutes, the maximum length of YouTube videos? How interactive are users likely to get?

To be fair, however those questions ultimately are answered, Joost is in its early "beta" test phase.

Currently, you need an invitation from friends or bloggers to try it. What's in store:

The Joost experience. You'll have to download software onto your PC or Mac. I received a message that my new Windows Vista PC might not have the goods to run Joost. In fact, my system has more than enough memory and processing power.

Despite the mistaken warning, Joost behaved. A Mac installation went more smoothly.

Joost starts up in full-screen mode. The broadcast-quality video isn't half bad, though some shows look like they were recorded onto VHS cassettes. Joost is capable of delivering high-definition but isn't doing so yet.

The service includes controls for restarting, pausing and skipping. The interface, which you can hide, is slick but a tad confusing at first. Main icons are on the left, right and top side of the screen. Player controls and a search box are in a window on the bottom.

Finding stuff to watch. Joost executive David Clark told me the "content choices are potentially infinite," with a lot you just won't find anywhere else. There is no exclusivity, however, so if a show is worth watching, it might turn up elsewhere. Joost says it respects copyright holders and will adhere to a code of conduct (e.g., no porn).

More than 150 channels and thousands of hours of video are on Joost, from MTV and Reuters to Sports Illustrated Swimsuit On Demand. You can search channels by genres, most popular, staff picks, etc. You can also type in a search phrase, but the feature is imperfect: You must click a second time before generating matches. Typing "snake" found a Lassie episode and shows on snake wranglers.

The thin lineup is evident even when clicking on major TV brands. On the Comedy Central channel, for example, you'll find episodes of the since-canceled Strangers with Candy and Stella series but not The Colbert Report or The Daily Show. NHL hockey playoff coverage does not include the Stanley Cup finals that concluded a week ago.

This summer, CBS is promising new and previously aired episodes from its CSI franchise, plus Survivor and Showtime Championship Boxing. Full-length movies are also in Joost's future.

Shows are accompanied by short ads --1½ to 3 minutes every hour, the company says. You can pause but not skip the ads, which ultimately will be targeted to what you are watching.

Ad overlays are also available for every program; viewers have the option to click on them to learn more about the products being pitched.

Going social. Joost is ultimately about building communities. You can chat live with others watching the same channels. The service also works with Gmail and Jabber instant-messaging accounts.

Joost adds a diversion for those who spend lots of time in front of the computer. But though you might actually stumble on something interesting, the service has a very long way to go.