Why Did The Initial Joost Experiment Fail?

A few years ago remember seeing all those “Joost” commercials pushing their Internet TV application? “Proper TV – Joost” the sophisticated-sounding British spokesman endlessly blurted out towards the end of the ad.

Of course, the initial Joost experiment ended badly. The Joost application stopped working December 19, 2008. Literally millions of dollars went down the drain.

I remember downloading and playing with the application and watching a few minutes of the various included streaming videos. I wasn’t impressed, and never opened the application again.

What went wrong? Why have Hulu and Netflix ascended to near household name status, and Joost flopped with the thud of a drunk elephant tripping over it’s own trunk?

There’s something the Joost folks, savvy as they were, failed to take into account. It’s a little something called choice. Joost failed for the same reason that broadcast, cable and satellite providers are losing viewers and subscribers. The “choice” offered by channel surfing revolves around searching for the least-boring junk content that is currently playing. It is choice, but not a very good one. People sitting in front of their Internet-connected computers watching the Joost application trying it’s best to replicate the conventional channel surfing TV experience lost out to the Internet itself. Joost – b-o-r-i-n-g, close it and move on to another website and find something more useful and/or exciting.

The lesson is choice. Enlightened, sophisticated content consumers will choose that content based on three primary criteria – Entertainment, Information, or Character – either any single one or a mixture. By the way, these are the same three filters you apply to your choice in selecting friends.

The failure of the initial Joost experiment was inevitable, and should serve as a warning for all content creators and marketers. Sitting in front of an Internet-connected screen and the conventional channel surfing model don’t mix well. The Internet will easily win the battle.

GNC-2007-07-31 #289

Started the show very late here in Hawaii but a huge amount of news tonight and info on a upcoming FCC decision you will want to pay attention to.

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Listener Links:
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Show Notes:
FCC To Rule on 700mhz Spectrum
Thunderbird
StoresOnline
IT Conversations
Moon Gas?
RIAA = Privacy Breacher
Brits like to DL P2P
18 Months for Hearing Aid?
MS Breakthrough
Meteor Picture
150 Writing Resouces
AT&T Analogy
No TOS Changes
AOL – Yahoo Email Charge
Security and Web Pages
State of Blubrry
SMS Charges
Vista Service Pack Beta Leaked
Door Handle Innovation
Apple TV USB Hack
Google Wireless Plan?
Joost as a Web Application?
PanRaven
ICANN Wants Feedback
Second Life Terrorist Camp?
RIAA Hates Webcasters
Dark Vision Invades Hackers Inner Sanctum
Watch FIOS Bill Number One
More FCC news on Wireless Spectrum
Mars Phoenix Mission

GNC-2007-06-08 #274

Monster show with a lot of great articles. Lots of great commentary from the audience as well at the end of the show. Thanks for being part of the Ohana! Missed on key Article Watch blog today

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Show Notes:
ASUS Sub 200 Laptop
ISS Shields
AV Package Comparison
Ham Radio vs BPL
Congress Strong Arm Universities
Child Locator
Sound Exchange Admin Fees
Voices.com
MovableType Version 4.0 Beta
DreamHost Issues
Adobe Acrobat 8.1
YouTube Player
Akamai Real Time Web Monitor
Firefox v3 Protections
Hyperword Firefox Plugin!!
E7Pro IE7 Plugin
20 Google Tips
TowerStream
Three Screen Laptop
MacBook External Battery Charger
HDMI Cable Showdown
Parallels 3.0 !!!!!
Pinnacle PCTV HD USB
Cool Lamp
Falcon Fragbook
ZFS On Leopard
Vector Physics !!!
Book Publisher Google Stunt
Apple TV Cost
Mars Deep Hole
Internet Advertising
Joost Set-Top-Box
Wheel Chair – Semi Ride
Star Image
Divx.com
Windows Vista Under the Hood
This is Just Wrong!
US RPG
Solar Shield

GNC-2007-05-29 #271

Lots of great content even for a holiday weekend. Talk real quickly about Final Cut Studio 2as well as my QuickBooks dilemma!

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Sony Screw Prices
Joost Friends Edition
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3 Apple TV’s?
Deadly Delay

Show Notes:
Firefox Cautions
Songbird
Ban the Bulb
Your Birthday
ISP Video Spoilers
Did not Download It
Japan Culture :)
Marketing all Wrong
Netscape Hacked
Nice Shipping
Firefox Ranking
One Million Zunes Sold
Prescription Glowcaps
PDC Canceled
Vista Update
192.com Maps Review
Google Mini Matrix
MillionRSS Overview
Illumio Review
Particls Review
AllofMP3.com Interview
Domain Squatter
PR Pawns?
PR Spam Bloggers
28 New Planets
Wifi Hacks
Security Deposit
Final Days of Google
Beyond the Browser
Google and Yahoo Promoting Domain Squatting
Google Deal under Antitrust Scrutiny

GNC-2007-05-11 #266

This show is full info from start to finish and some great comments at the very end of the show. Off to NYC Saturday and will be in Michigan on Thursday..Show schedule talked about in the show.

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Unconfernce
Vista Doing Good?
Ustream.tv new Features
Internet Radio Blues
MPAA Math
G5 Coolant
OxyContin
Zune Wireless Syndication?
PC World Editor
Joost Home run
Hubble Replacement Revealed
NASA Dark Matter
DRM = DCE = Are they Kidding
Senate Streaming Bill
Google Game
SEO Dont Sweat
Nokia Energy Savings
Linked In who’s Reading
HD Radio Distortion?
Old Links
Fake Rolodex FIne
Google Background Checks Ok
Pump up the Bandwidth!!
Vonage may be Ok
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