Om Malik has a good piece on Joost and what went wrong. We commented on it as well, we were one of the initial content providers when the service was, well, like hulu, full of buzz and something you wanted to be a part of.
We were being diplomatic in our post, though we outline some of the issues we saw from day 1, but Malik and his team are direct and candid: “Becoming a white-label video provider was what a business did when all other strategies failed.”
Malik hits the nail on its head with the last line: “In the end, however, it all boiled down to a lack of content.”
Bingo.
It’s not just a lack of content, it was a total lack of understanding of content, as well. The one example I used was them asking us to take 1 to 3 minute pieces (formatted perfectly for the Web) and then insist on us editing into longer pieces of programming. We did it because at the time, being on Joost was validation for our content… I always push for our distribution partners to succeed… but sometimes, the company gets in its own way.
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