In a move to ‘reinvent’ itself, the online video service Joost NV – which last year swung from a platform to a Web site – has announced its plans of reversing its course towards becoming a technology provider, by building platforms for set-top boxes and other video services. Joost will now provide services that will allow media companies to distribute Internet video under their own brands.

Despite its shift to a Web site, the original platform of the New York City-based Joost – the company launched in 2006 by the founders of Skype Technologies – remained a singular application for PCs. Even now, with its decision of providing cost-effective, end-to-end video technologies for media companies round the globe, its portal would still remain open.

Talking about the proposed restructuring move by Joost, the company’s outgoing CEO Mike Volpi said: “"After much analysis, we have decided to change our focus and to start providing white label online video platforms for media companies and distributors. At the same time, we'll continue to operate Joost.com and its associated video applications.”

Though Volpi will continue to remain the Chairman of Joost’s board, the reins of the company will be handed over to Matt Zelesko, who is the Senior Vice President of Engineering. The restructuring move at Joost will also likely see some layoffs from the nearly 100 employees of the company.