After rumors of a third change in direction, Joost, the Internet TV startup that just won’t seem to die, has announced plans to focus less on its own online video portal and instead tout the company’s newly launched white label service to “media companies, including cable and satellite providers, broadcasters and video aggregators.”
In other words, the company, which was founded by Niklas Zennstrom and Janus Friis of Skype fame, has conceded that ad-revenue alone can’t pay the bills and, instead, hopes that Old Media will.
See also: Joost up for sale? Old media to the rescue
Interestingly, on the same day as Joost’s announced change it direction, it’s been reported that rival Hulu alone boasts 10 percent of the online video ad market.
