Can Video-Streaming Site Joost Avoid Going Off the Air?

Way outdone by rivals like Hulu and YouTube, Web video service Joost is now in the throes of winding down, only two-and-a-half years after its rollout with very high hopes by Skype co-founders Janius Friis and Niklas Zennstrom.

Adconion Media Group announced on Tuesday that it has acquired "certain key assets" from Joost, a venture that had already switched its strategy last July to providing "white-label" video platform technology to cable, satellite, and other companies interested in publishing video to the Web.

Adconion, which dubs itself the "largest independent global audience and content network," said in a statement that Joost will continue to operate, except now as a "destination site" for Adconion clients to showcase and distribute their branded content.

Last summer's morph into the role of video technology provider doesn't exactly represent the first time that Joost has switched gears in efforts to stay intact.

On its commercial launch date of May 1, 2007, Joost was ...

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Jacqueline Emigh