MUMBAI: Online TV platform Joost which has been founded by Skype‘s creators has been formally launched.

Media reports state that it will be open for any user to download the Joost TV application later this month, bringing broadband quality on-demand TV to broadband-enabled users anywhere. Existing beta testers will soon be able to invite an unlimited number of additional participants, ensuring Joost still retains some exlcusive cachet before the final entry of Joost into the wider world for anyone to try.

Joost operates by distributing streaming video of shows user-to-user, over the Internet.

Consumers choose a channel via a software interface on their desktop that resembles a remote control. Like regular TV, it is free for viewers, and will be ad-supported.

Joost has also signed programming deals with Turner Broadcasting System, Sony Pictures Television and Hasbro. Joost will air episodes of Aqua Teen Hunger Force and Robot Chicken from Turner‘s Adult Swim network along with Larry King Live and other CNN content.

Sony reports state will run episodes of old shows like Charlie‘s Angels and Starsky And Hutch on Joost. Time Warner‘s Sports Illustrated will run photo shoots and programmes about its swimsuit issue. The National Hockey League will broadcast vintage games and game highlights; and

Hasbro. will run old episodes of Transformers" and G.I. Joe. Joost had earlier signed deals with Viacom, Warner Music Group and CBS. It has advertising trials with firms like Coca-Cola, Nike, Microsoft, Procter and Gamble, Sony and Visa.