There’s a new kind of TV coming and it’s almost here. Today the Venice Project came into the open as it announced its consumer name would be Joost.

Currently a public beta, Joost allows users to watch narrowcast TV over their internet connections but allows them to choose when and where they watch. The people behind Joost are Niklas Zennstrom and Janus Friis, the founders of Skype and music-sharing website Kazaa.

“People are looking for increased choice and flexibility in their TV experience, while the entertainment industry needs to retain control over their content,” said Frederick de Wahl, chief executive of Joost. “We have married that consumer desire with the industry’s interests.”

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