The way we watch television may be about to change following the official launch of what has until now been called "The Venice Project".
The team behind Skype are hoping to work their magic for IPTV, or TV on demand, via broadband.
Called Joost, and currently only available in private beta testing will offer "the best of TV and the best of the Internet by offering viewers a unique, TV-like experience enhanced with the choice, control and flexibility of Web 2.0" said the new company in a statement.
Co-founded by Niklas Zennström and Janus Friis, Joost will be powered by a secure, efficient, piracy-proof internet platform that enables premium interactive video experiences while guaranteeing copyright protection for content owners and creators.
The service will be supported by TV-like advertising and will use peer-to-peer technology to distribute video content.
The software is currently Windows-only but Joost hopes to be available for Mac and Linux machines in the next few months.
"People are looking for increased choice and flexibility in their TV experience, while the entertainment industry needs to retain control over their content", said Fredrik de Wahl, chief executive officer of Joost.
Joost can be accessed with a broadband internet connection and offers broadcast-quality content to viewers for free.