Marketing Pilgrim

Wow, it’s official, Joost is over-hyped!

The company hasn’t left beta, has barely opened-up use to the public and already we’re seeing stories claiming to have found the “Joost Killer”. In this case, Ars Technica is reporting on Microsoft’s joint effort with UK company Skinkers to build LiveStation - which allows PC users to watch live television streams on their computer screen.

…the Microsoft Research team has created a way to stream live television over a peer-to-peer network and use Silverlight to display multimedia content on the client’s system. “This product allows you to steam live television on a computer over a peer-to-peer network, which means you don’t need to use all the traditional server infrastructure and bandwidth associated with streaming,” said Matteo Berlucchi, co-founder of Skinkers.

Of course, the LiveStation team doesn’t consider themselves a competitor to Joost.

Unlike what some people are saying, we are definitely NOT TAKING ON Joost! We love Joost and think it’s a great idea, but we are trying to do something different and complementary…

I’m officially coining the term “competitor deniability” to describe when two companies compete in the same space, but deny it. There’s are no Google results for that exact phrase, so I get to define it!

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