Joost is also ignoring the two business models seen as the most respectable alternatives to advertising.<br> ne is to make users pay for each television show or film they download, but then to let them keep it. This is the tack chosen by Apple, an electronics firm that sells videos on Tunes, its popular online store; by Amazon, the largest online retailer; and by Wal-Mart, the largest traditional retailer, which launched a video-download service this week. The other approach is to let users subscribe to what is, in effect, an all-you-can-eat buffet of videos, and then to "stream" video to their computers without leaving a permanent copy. This is the approach taken by, for instance, Netflix, a Californian firm that mostly delivers DVDs to its subscribers by post, but now also streams films.<br> The reason that Joost is ignoring all of these methods, says Mr. de Wahl, is that none has much to do with the experience of simply watching TV, which most people enjoy. "Unlike the download or streaming approaches," he says, "TV is not about buying today what you want to watch tomorrow. It's about turning it on and watching. " And in contrast to the "lean-forward" context of "snacking" on a YouTube clip in one's cubicle while the boss has stepped out, TV is a longer and more relaxed "lean-backward" experience.<br> ……
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