Joost revealed its plans at the Mipcom programme market in Cannes. The company will start to test live streaming with programming providers, early in 2008.
Joost was at pains to point out that it isn’t trying to replace traditional TV, although it does expect the internet to become the dominant method for viewing TV over the next decade.
Details of Joost’s live coverage plans were revealed by Yvette Alberdingkthijm, the head of content strategy and acquisition at Joost.
The company hopes to secure European sports rights, as it has done with Major League Baseball in the United States. Joost recently entered into a deal with ITN for Premiership soccer highlights.
Joost also plans to offer a catch-up option, which will allow viewers to watch coverage on demand following its live broadcasts.