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I was browsing You Tube/Google Video the other day, sorting through all the videos and marveling at the wealth of content, both legal and illegal, that is available to prospective viewers.

This got me thinking about the ever increasing interest in internet based media as opposed to mainstream, something that is rising full force as we move further into 2007, and the implications of this for viral marketing. Online video is the next big thing, with individuals and companies of all types cashing in on its value.

On that note, I recently stumbled across a big little project by the name of Joost, formerly know as the Venice project. This is a project founded by the makers of SKYPE, and they intend to offer a similar service via video distribution. Their goal is to create completely free, international, interactive, internet based television service using P2P software.

In their words:
” Joost™ is a new way of watching TV on the internet, which uses new and established technologies to provide the best of both the internet and TV worlds. We’re in the process of making it as TV-like as we can, with programmes, channels and adverts. You can also see some things that we think will enhance the TV experience: searching for programmes and channels, for example, as well as social features like chat.”
Think Ti-Vo, where the user has complete control over their viewing experience. Check out this interview with one of its founders.

So why should search marketers pay attention to Joost? The same reasons you pay attention to the other video aggregator sites. Video is popping up all over the place and the web is more interactive than ever; as stated above, video is the next big thing. Something like Joost, if marketed properly and given enough traffic, has the potential to grow into a large, vibrant community that will be perfect for search engine marketers will tap; it is thus worth watching. Viral growth, word of mouth and even commercial access will offer marketers Now all that’s left to do is watch and see if Joost eventually outperforms even its largest competitors and gains a following on the level of its creators’ last two projects, Kazaa and Skype.

Beyond the hype, the idea is really a very good one As I looked further into the concept of an interactive internet/television hybrid, it got me thinking about the myriad possibilities. How about television shows where you, the viewer, get to choose the plot direction, sort of like those mystery books you read as a kid that had choice of multiple endings; interactive games and advertisements that involve you, the viewer. With a melding of television and internet, there are a multitude of venues for commercial growth.

For the moment, let’s take a look at several big ways Joost says it differs from a leading video site like You Tube, and what it offers that You Tube doesn’t:

Joost claims to be protected by an easy, efficient, piracy-proof platform that enables an ideal interactive video experience and guarantees that content creators and owners remain copyright-protected. They will also be screening for content, so that means John Doe won’t be able to upload a three minute video of him sticking his tongue.

Their stream and download quality is superb and extremely clear, much better than YouTube’s, and the actual video resolution is excellent.
Interactive capabilities like being able to chat while you’re watching TV in North America with your buddy in Australia; the ability to pick endings to shows, even controlling plotlines (hypothetically), playiing games, and much more.

Joost has begun cementing relationships with outside content mavens like Warner Brother, September films, Endemol, the Indy Racing League and advertisers like T-Mobile, Maybelline and others.

If companies are cashing in on the online video movement with paid ads and adverts, the time is ripe to add a new video distribution source to the net and give some standing powerhouses like YouTube a jolt.

Technorati Tags: online video, YouTube, Joost, video blogs

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