Innovative online video and broadcasting service, Joost, has officially launched commercially, and reached a deal with Turner Broadcasting to show content from the broadcaster on its service.

The commercial launch means existing beta testers now have open invitations to invite friends to join the service.

“Today marks the beginning of an exciting phase for Joost – we are officially open for business,” said David Clark, executive vice president of global advertising for Joost. “We’re enabling our viewers to share Joost with their friends and family, and we’re working collaboratively with the world’s leading advertisers and agencies to design a new ad model for the next generation of television.” 

Last week, Joost announced that it had signed more than 30 blue-chip brands, including The Coca-Cola Company, HP, Intel and Nike, as advertising launch partners. Beginning today, advertisements from some of the ad launch partners will begin to play on the platform. Advertisements from all ad launch partners will be on Joost later this month.

Founded by Skype pioneers, Janus Friis and Niklas Zennström, Joost offers a TV-like experience using web 2.0 technologies. It's an online, global TV distribution platform, bringing together advertisers, content owners and viewers in an interactive, community-driven environment. Joost can be accessed with a broadband Internet connection and offers broadcast-quality content to viewers for free.

Previously known as The Venice Project, Joost features over 150 channels in the US and is enhancing its global offering by adding new broadcasters to the service.

In the US, Turner Broadcasting will begin to distribute content on Joost, including CNN News, sports programmes and Sony Pictures Television through Joost.

Sony Pictures Television will add classic programming from the ’70s, ’80s and ’90s to Joost, including episodes of Charlie’s Angels and Starsky & Hutch.

Dennis Quinn, executive vice president of business development for Turner Broadcasting said, “Online distribution is extremely important to Turner, and with Joost we are confident that our programming is secure and distributed in the high-quality format that is true to our brands.”