Joost, a London-based Internet television service provider, said it launched a Chinese service Wednesday with local portal TOM Online to tap the world’s largest online market. Moreover, the company has also set up a joint venture with Hong Kong-listed TOM Group, parent of TOM Online, to bring a full Joost offering to China.

China earlier this year introduced a licensing system for the industry, in its latest move to tighten controls on online video services. China’s online population is now the largest in the world. According to a report by China Internet Network Information Centre, 160 million Chinese, or 76.9 percent of China’s total Web users then, viewed TV programs or films on the Internet in 2007.

According to Joost CEO Mike Volpi, there is a great market opportunity in China, such as: content producers who are making high-quality content, advertisers eager to reach consumers online, and an active online community. Moreover, collaborating with TOM, which operates one of the most popular online portals in China, can improve the positions of Joost in the region.

According to Stacey Seltzer, Joost’s vice president for international and business development, TOM knows exactly what content and programs would be interesting to a local audience. Moreover, both TOM and Joost would primarily source programming from within China and distribute it domestically and abroad.

Recently, TOM has sourced about 16,000 hours of Chinese programming for Joost from content providers such as China Record Corporation, China Central Television, and CAV Warner Home Entertainment.

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