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The VoD (video-on-demand) service is scrapping the downloadable application it hoped would provide the blueprint for internet TV viewing, in favour of serving up programmes via an interactive website.

Joost will ape BBC iPlayer in an effort to provide viewers with a more engaging online experience. Users will be presented with a Facebook-style newsfeed, showing which videos are currently being viewed and allowing them to make friends and join groups.

The move comes as a study from Essential Research reveals that consumers care more about being able to find TV content quickly and easily online than they do about the platform they watch it on.

Joost's attempts to make its service more user friendly represent a step in the right direction. Industry experts agree that VoD services including Channel 4's 4oD, ITV.com and Kangaroo, the proposed internet TV offering from BBC Worldwide, BSkyB, Channel 4 and ITV, need to improve the usability of their services.

This is particularly important given that Essential's research shows that consumers do not develop a lasting relationship with VoD platforms, but cherry-pick content where it is available, to supplement linear TV viewing.

Ultimately, VoD platform owners need to make their programme content as readily available as possible to attract viewers and ultimately ensure eyeballs for advertisers. According to Essential, consumers expect VoD services to be free, with most saying they want internet TV to be funded by advertising rather than subscription.

Advertising on VoD platforms is still in its infancy, with the majority of commercial opportunities centred on pre- and-post roll ads. However, brand-owners are already calling for a standard measurement system to be put in place to prove exactly who is watching what content, when and for how long.

Ian McClelland, director of Turner Broadcasting's digital development group EMEA, says this needs to be a priority for broadcasters looking to capitalise on the boom in VoD programming. "Ultimately, we'll end up with a much better idea of who's watching our content than we've traditionally been used to with Barb," he argues.

McClelland also claims advertisers need to get more creative with the medium, as pre- and post-roll ads "won't cut it". "The future is advertiser-funded programming, branded content and overlays," he says. "If it's relevant and is of interest to the consumer, that's where the gains are going to be made."

While Joost has much less content than its wealthier VoD rivals, its decision to relaunch to improve the consumer experience could pay dividends in terms of attracting more viewers and ultimately advertisers.

SMART THINK!NG

- Launched January 2006, by Janus Friis and Niklas Zennstrom

- Features over 7,000 hours of video

- Claims around 1 million users

- Has content agreements with Viacom, Aardman Animation, Warner Music, Endemol and CBS

- UK competitors include YouTube, BBC iPlayer, ITV, Five and Sky TV

SECOND OPINION - Nigel Walley, Decipher

While consumers are happy to use PC VoD to explore clips, previews and snackable content, most consumers want their 'full programme' on-demand content delivered to the main TV set in their home. As TV on-demand rolls out, TV VoD will increasingly trump PC VoD.

Well-presented VoD should complement not compete with broadcast TV. This is a key point but it is going to require more understanding from commissioners and schedulers, who until now have abdicated responsibility for VoD thinking to their engineers.

While it makes sense to take another look at the service, Joost's issues are more complex. The interface it originally brought to market worked really well on a TV screen, but was too complex for a PC. However, Joost's real problem wasn't usability. It did not have much interesting content and in particular it had no catch-up content, which has proven to be the primary driver for on-demand. Unless Joost improves the content, the new design is destined to fail as well.

We also need to understand how other kinds of content will be brought into the mix. The BBC's Olympics interactive coverage, or the snackable content around shows such as X Factor, could be better delivered on TV using VoD.

- Nigel Walley, managing partner, Decipher.