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'For the consumer to try to figure out where to find video that they're interested in and navigate their interfaces becomes extremely difficult,' said Shapiro.

Many content providers would prefer its material to be shown on its own platform, where it controls the surrounding advertising. Veoh even took the pre-emptive step of recently suing Universal Music to bar it from taking legal action against Veoh. It also allows viewers to record video like a DVR.

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Veoh has both a YouTube-like site at and VeohTV, which Shapiro called a 'video browser.' Though VeohTV is pursing deals with the major TV networks and many Hollywood studios, its approach is to cull all the Internet's free video in one place - 'like Google for video,' said Shapiro. Apple offers such a box for video purchased on iTunes, and more video companies are expected to follow suit. Zingarelli said Babelgum also plans to embed its platform in set-top boxes by the end of 2008, which would make its content viewable on traditional TV sets. But as long as we're still mimicking the TV on the PC, we're failing to appreciate the value of combining those two worlds.'Д«abelgum bears many similarities to Joost, but is primarily focused on video from independent producers, rather than mainstream sources, said co-founder and CEO Valerio Zingarelli.

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'It tells people that the TV and the PC are not two separate worlds.

'If there's anything that Joost does, it moves the ball forward,' said McQuivey.

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James McQuivey, a TV and media technology analyst for Forrester Research, believes people will grow more accustomed to long-form material as it becomes easier to download it.Д«ut he cautions that Joost is 'an evolutionary step, not a revolutionary one.'

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Volpi notes users won't watch long-format video 'on a postage stamp-size thing.' But altering viewing habits to watch more than 5-minute clips even on a full-screen application may be difficult.ДЄ poll conducted last September by The Associated Press and Time Warner Inc.'s AOL found that only one in five online video viewers have watched or downloaded a full-length movie or TV show. 'What we're trying to do is evolve that experience into something that the viewer doesn't view just out of interest, but actually builds an affinity with that particular programming content.' 'The early stages of video content on the Internet was a lot of user-generated stuff, stuff like my grandmother and her cat,' said Joost Chief Executive Officer Mike Volpi. for more than $1 billion.) It has inked deals with Viacom, CBS, CNN, the NHL, Sony and others. (YouTube, on the other hand, is being sued by Viacom Inc. Joost's strategy has been to sign deals with major content providers, making copyright lawsuits unlikely. Joost - founded by Janus Friis and Niklas Zennstrom (the founders of the Internet telephone company Skype and the music-sharing service Kazaa) - says it has created enough buzz to attract 1 million beta users. It then fills your screen with an on-demand-style choice of videos arranged in near-broadcast-quality channels. When that's finished, you have a desktop icon that will launch the application. You download the application from the respective Web site. These new sites, all of which are ad-supported and transmit video with peer-to-peer technology, are seeking to move beyond YouTube by improving video quality, attracting professionally produced content, and expanding the viewing experience - which is to say: to be more like TV.Д«abelgum's slogan is: 'TV experience, Internet substance.' Veoh touts: 'VeohTV makes watching Internet as simple as watching television.' Joost simply states: 'The new way of watching TV.'Д®ach of the three work nearly the same way. Although YouTube offers the option of a full-screen mode, video is typically watched in a smaller box that can be embedded in other sites. bought for $1.76 billion last November, is the site that braved the online video path. 'Companies like Veoh and Joost are trying to create a more TV-like experience for viewers.' 'The distribution problem is starting to get solved by many different people, but the experience of online video is still very poor,' said Veoh founder Dmitry Shapiro.

Although all are in beta (testing) phases, the hype has been mounting - leading many to claim the next big advance in online video is imminent. This new wave of applications is led by Joost and includes VeohTV and Babelgum.

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These sites rely on software that enlarges the interface so that it fills your computer screen - from edge to edge. Some highly anticipated Web sites are being modeled on making the experience of watching video online more like watching television. NEW YORK - Watching video online in small, fuzzy boxes is heading the way of rabbit ears.

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