Joost, which moved out of beta testing and into full availability this month, is optimistic that it can cut a deal with the likes of ITV, despite most broadcasters now having their own online TV platforms.
Yvette Alberdingkthijm, head of content strategy and acquisition at Joost, said: "We are in talks with the main broadcasters and hope to complete a deal soon.
"Despite the availability of so many online TV services, we think the UK online TV market is actually very underserved."
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