Joost, an Internet television service provider, has collaborated with the local portal TOM Online in China to launch its service there and tap the biggest online market in the world. Joost reportedly has struck up JV with also the parent of TOM Online, the Hong Kong-based TOM Group in order to provide the complete offering from the Joost camp in China.  

Commenting on this development, CEO Mike Volpi said, ‘There's a great market opportunity in China - content producers who are making high-quality content, advertisers eager to reach consumers online, and an active online community.’ He underscored that TOM operates one of the most popular websites in China and collaboration, therefore, will provide Joost a strong foothold in the region.

A statement released by the Joost Company stated that the collaboration with TOM is crucially aimed towards acquiring programme content from China and disseminating it within the country and beyond. Sources inform that TOM has outsourced for Joost around 16,000 hours of Chinese programming from content providers like China Central Television, China Record Corporation and CAV Warner Home Entertainment.