NYTimes: This Internet TV Program Is Brought to You by …
Written on April 26, 2007 by admin
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Joost, the Internet television service being developed by the founders of Skype, has lined up several blue-chip advertisers, including United Airlines, Microsoft, Sony Electronics and Unilever, as it prepares for its introduction.
Those brands are among 30 advertisers listed as “launch partners” for Joost, which plans to send free, advertiser-supported programming to computer screens using the Internet. According to several people with knowledge of the company’s plans, Joost will begin the broadcasts on Tuesday.
The first advertisers also include the Purina division of Nestlé, Hewlett-Packard, Intel, Motorola, the Opel and Vauxhall units of General Motors, Taco Bell, Lions Gate Entertainment and the United States Army, according to advertising agencies working with Joost.
While some advertising on Joost will resemble traditional 30-second television spots, others will take advantage of the interactive qualities of the Internet. Joost is not the only company planning advertiser-supported Internet television.
Arc has worked directly with Joost on the Purina ads, for instance, bypassing media agencies, which typically buy advertising slots on conventional television.
Meanwhile, another advertising company, the Interpublic Group, said it would bring 10 clients to Joost via the Interpublic Emerging Media Lab, which examines new digital advertising platforms.
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Source of summary: http://www.nytimes.com/
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