Of course Volpi knew what he was saying, he's been saying the same thing for months, which is what I said in my previous post on Internet TV and STBs in general. The Joost crew having always played up the idea that Joost can in theory be made to run on hardware other than a PC e.g. a set-top-box or mobile device.

The only new information is the 18 month time line, which, frankly, is a pretty long time to get a strategy to fruition (since they won't build the hardware themselves), and is perfectly feasible. It may have been an off-the-cuff comment, but he was hardly pressed to make it.

If Joost hasn't partnered with a hardware device manufacturer within 18 months or there abouts, then it will likely have failed in the marketplace. 18 months or longer, Volpi was very clear that Joost needs to be on other platforms to go "mainstream".

Also, Volpi used to be 'the router guy' at CISCO, so he knows hardware, and CISCO already make media extenders.

On a computer, Youtube is a 2min distraction but not a viable entertainment substitute when you want to plop down on the couch. On the living room set though it's a window into independent content in a format which feels cinema-like enough to keep you interested. It's a satisfying alternative to traditional TV when you want a less-linear/brainless, more-engaging/unique experience but don't want to surf the web.

There's already sites like appletvhacks.com and appletvsource.com for people who are integrating other services like Jaman. Joost, Veoh, Babelgum, et al. should identify their fanatical technical users and give them whatever they need to make the widgets necessary to bring these services into existing devices like Apple TV. Doing exclusive deals with set-top box providers yields a balkanized landscape for the consumer. The smartest set-top box provider will take the Facebook approach of opening up their platform and become the "one set top box to rule them all."

sean

The real questions here 1. is Joost an add-on utility for efficient distribution, 2. Is is a good Content platform, or is it both?

As of now Joost is simply an add-on for efficient delivery (with a low grade for QoS & QoE)- the case for being a combination of content and efficiency is not quite clear yet.

The fact remains - Joost is running its content servers out of neutral territories like Luxemborg to avoid franchise taxes (hell thier own email severs do a doubble loop just to keep their netural stance). Now bring that down to a device which of course will certainly see some regulatory requirements - it's got a long way to reality.

@Steve "Also, Volpi used to be 'the router guy' at CISCO, so he knows hardware, and CISCO already make media extenders."

Routers, Media Extenders, and STBs are all very different animals - experience with extenders does not "extend" to "STBs". But I would assume it makes one more pragmatic about the outcomes - and Volpi is pragamtic.

I downloaded the adobe media player this week, and once they make it a little slicker than the current BETA version, and once they get a bit more content on there, why would anyone need a set top box? Channel 4 (in the UK) have a really slick client which operates on a PC.

At the moment TV consumption like this will be limited due to small screens, but I recently did a show touting our own IPTV offering. I hooked up a PC to a 42in plasma. Throw in a gyroscopic mouse as well and there is no need WHATSOEVER to have a regular TV/set top box combo.

With an broadband connected PC plugged in to a decent screen the viewing world is one's oyster.

http://www.paidcontent.org/entry/419-mipcom-interview-mike-volpi-ceo-joost-set-tops-will-have-to-wait-exclus/

That sure sounds a whole lot more time than 18 months!!!