The Venice Project, the new online television startup led by Skype founders Niklas Zennstrom and Janus Friis, has always been a working name for the company. Until today, no one outside the company knew name the company would eventually launch as.
A tip from reader Joost Schreve led us to the domain name Joost.com: if you click the “cancel” button multiple times an unformatted web page pops up with information about the Venice Project. We have subsequently confirmed that this is the actual launch name of the company.
Joost recently entered into a private beta, and screen shots were shortly posted to the web.
The domain name registration information, which can be accessed here, shows that it is currently owned by a Dutch corporation called Oak Grove Corporation, with a mailing address in Curacao.
The strategy of using a code name for a pre-launch company is rarely used. The last high profile example was Marc Andreesen’s 2005 startup Ning, which used the working name 24 Hour Laundry until launch. It makes sense if the company wants to start marketing the product before the first choice domain name is acquired, but it also dilutes the brand name.
Update: The news is out, so the company is releasing more information now. NewTeeVee has just posted screenshots of Joost (compare to old screenshots here):
doesn’t work for me
– how do you manage to click the cancel button a couple times anyways?
I actually had to open this in a fresh browser window, then it worked.
Looks like they fixed it. You just get the default authorization required page now.
yep. looks like it’s fixed.
“it also dilutes the brand name”
It’s also annoying as hell. Joost! Ning! Glork! Florb! Zub! Ugh.
The Igor guys said it best: “Of course, once you find the name that gets people excited and conveys “next big thing,” it’s important to shit-can that name before releasing it to market.”
http://www.snar...e-name-changes/
I was kind of hoping it would stay “The Venice Project” … made it seem like I was part of some clandestine military operation.
Joost… now it just sounds like a chicken on steroids… uh, or something.
Digg this story:
http://www.digg...launch_as_JOOST
Just tried the “hack” and it worked.
Running IE7 – don’t hate me
Just keep clicking cancel and a text page pops up behind the authorisation – no images, but definitely text
“Try Joost beta
Yesterday, we were The Venice Project™. Today, we’re Joost™. Tomorrow, we’re yours! Imagine having infinite choice, and TV that is truly interactive. TV anywhere, anytime…”
Why would it matter? Chances are most people still don’t know what Venice Project is. Being concerned about brand dilution in an echochamber is like running around naked but being concerned if you should wear shoes or not.
If you click cancel at the password prompt and then quickly press escape, the password prompt will go away.
Then view page source and some pretty interesting info is still available.
For example: Yesterday, we were The Venice Project&trade. Today, we’re Joost™. Tomorrow, we’re yours! Imagine having infinite choice, and TV that is truly interactive. TV anywhere, anytime…
This is the year. Joost™ is coming.
Sign up for our beta today
yes, it’s working for me again, on firefox.
Worked no problem on my end. Whats with launch the product with a name then shelf it?
Saeed
Wow. That’s going to make my name a lot more popular.
For the record, the Dutch name ‘Joost’ is pronounced with a ‘Y’ sound. I’ve anglicized it down to ‘Yoast’, but in Dutch it’s still not quite right.
Authentication is no longer required.
“Wow. That’s going to make my name a lot more popular.”
I think you can sue
PS; ‘Joost’ is either in for some stiff competition (at least on this side of the pond) or a big pie of clients, can’t wait for this year to progress.
clicking cancel not working for me either!
This is so cool
I tried to get in, created an account, did not ask me to create a password, it sent me a confirmation that I created an account, I confirmed it, tried to log in.. But I never created a password and none was assigned to me, So I tried to get a lost password. Email not on file, so I tried to re-create it email already in use.
So now I’m in an already in use, not on file loop.
With their proven track record, definitely the next big thing.
You must be joking the beta is closed already!
I’d read some of your previous coverage on The Venice Project but it just washed over me. But these new screenshots make it look pretty sexy. If only they can provide the content without strangling us with restrictions.
I’ve been beta testing The Venice Project, and I have to say I’m pretty impressed with the system, but not so much the content. I’m looking forward to seeing how the process of providing content to the system will work out.
I have a friend called Joost (pronounced ‘yhoost’ – not ‘Juiced’) who must be grinning alot about this
Uh….
This link sucks…. https://www.dom...m/domains/whois
I would suggest using a REAL whois service, may I introduce DomainTools.
http://whois.do...s.com/Joost.com
Why such a hype Mic? when there are so many p2p broadcasting sites are already present, such as sopcast.org
Hmmmmm…..The Venice Project, not copyright protectable. Joost…..Copyright protectable? That is my guess.
Also the marketing strategy of using a “code name” to appeal to the tech crowd has a lot more appeal than going alpha, private beta, public beta, launch, 2.0.
Cheers for Joost.
To comment on my own comment (yes I am that big of a deal)…coming out with a code name means it gives less of a lead in to the marketing strategy for copycats (spammers and the such) and getting like 5 mentions on TechCrunch does not hurt either.
So how does one pronounce Joost? Is more like ‘Just’ or ‘Juice’. I think the domain is an OK domain name.
i doubt anyone will pronounce it correctly. i dont know if that is the point. its catchy, but im not sure it is an adequate name for what they are doing.
TVP already had “TV” in its name.
With a great track record, these guys can make any name popular.
Stan – neither of your comments make any sense to me.
Hmm. I like the new name. I’m a beta tester and have been trying to login… but no luck.
Kosso: hey, I like the content – been a long time since I watched the very first episodes of Lassie
I rather prefer they call it veetube, it’s more brandable than the new name.
Official email from Fredrik just went out confirming the change…
Folks,
Yesterday we were The Venice Project… today we are Joost!
While we’re still in beta, we hope that Joost will become synonymous
with the best of TV and the best of the Web.
We’re working on putting more content on the platform and creating more
and more applications and functionality. For those of you who’ve already
been on the client, you can expect to see some of these updates in the
0.8 release – which is not far away at all.
Now that we’re Joost, we’re going to be sending out many more beta
invitations. I know some of you have been waiting quite some time
for your invitation and I appreciate your patience. We’ve been
somewhat conservative about expanding our beta – but that’s
going to change pretty rapidly now. So please keep a lookout
for your invitation if you haven’t gotten one already. And
when you do receive it – please tell us what you think.
I have to say, we have an absolutely amazing team at Joost, and
I include our beta testers as part of that team. Beta tester
feedback on the platform has been so incredibly valuable. We’ve
incorporated a lot of it into the platform – making it that
much better. So please, keep it coming!
Stay tuned.
BR,
Fredrik
“Joost don’t Do It” (Yet)
I’m sure it works great on a super-dupper souped up computer; but on a normal 1-2 year old machine it will drive you mad.
I have a few invitations, so if you want one follow this link and tell me why:
http://www.qoove.com
I think im less excited about this project because of their new name.
Joost isnt something i would expect from this company, I have to say “The venice project” was more appropriate.
This is what happen when company want a catchy name, all the PR they got for TVP (the venice project) which is TV-Project get lost.
But im sure with enough cash, you can get wherever you want and brand whatever name you want. I just think its a waste of money which they could have put on other important thing.
Again, i am being subjective since i have no knowledge of whats going on within the company.
But good luck. I think they will need it!
The name has changed, all right, but what’s the fundamental reason why The Venice Project is so exciting? Is it because of its name?
I love the TVP name because of its Area 51 consonance, but: I love TVP even more because of its technlogy, its novelty, and the fact that the team behind it rocks.
Joost is not another Youtube, Google Video or Dailymotion. Joost may very well become my favorite TV if, and only if, content follows. But I read they’re working on it.
Long live Joost : )
“it also dilutes the brand name”
“It’s also annoying as hell. Joost! Ning! Glork! Florb! Zub! Ugh.” – Ginchy
I agree – the name is bad but our reaction tells me they are well on their way in accomplishing one goal….and that is at least we will remember the name….
I think im less excited about this project because of their new name.
Joost isnt something i would expect from this company, I have to say “The venice project” was more appropriate. Or just call it Venice
Joost I guess is the only Domain name that remains under six letters.
What the hell is wrong with you people? Who gives a shit what its called?
I’m sure that NBC, CNN, ABC, BBC, ITV and ‘Bad Robot’, don’t exactly set the world on fire but who cares what it’s called?
Surely the most pertinent questions are, does it work, is the quality good, do the community features work and is the content on the platform good? As a Beta tester I can confirm that the answer to all but the last question is Yes! Yes! Yes!. The only thing wrong a the moment is content and the CEO has publicly stated that they are in limited Beta and are holding back the proper content until it launches properly.
Anyway once the netwroks see the product and understand the model they will be falling over themselves to hand over content. No, I don’t know the model, but anyone who can make Billions from offering free phone calls have got to have the brains to make it work! Now go back to your five bucks an hour dish washing jobs!
regarding the name/brand, i kind of like it. i see it as a web 2.0 spelling of “Juiced” which is what you get (juice) when you plug a cable into something and stuff comes through it – right?
After my initial post and reading the comments about their name, I still don’t like the name. And we still don’t know how to pronounce the darn name. I think the last two letters “st” throw me off on the name, especially on a single-syllable name.
I have to admit I don’t love the name either but I’m really excited to see what they do!
I am just using Joost for the 1-st time, using a slow DSL line. But it feels like television already. The quality and resolution are impressing. The images never stand still like the sometimes do when I use the TVUPlayer to see US television from abroad.
The only point is: It is as boring as the television I know. None of the channels does interest me. It is only about celebrities or funsports. Damned! I was so bored by MTV already. Now Joost is copying them.
Hopefully they will be presenting more content soon. I would love to see news programs from other countries and of course movies.
Joost – thats a hoot! I know a guy in Estonia named Joost and he had a company called “Voipster”, kinda ironic!
HEY anyone have a JOOST invite… I am dying to get one
jarednoose@hotmail.com
Is there Anyone who would send an invite to my mail…please ;o)
detnemt(at)gmail.com