Joost prepping further to conquer the online video market.

CNet reports that the online video service Joost is teaming up with Creative Artists Agency to provide even greater access to the best and latest programming. Already Joost signed deals with major content providers like Viacom, enabling it to offer content from MTV and CBS when it launches for the big public. Now, as it will work together with CAA, Joost will be in an even better position to network with studios, record labels, networks and libraries.

Contrary to the now-popular YouTube, whose success is built for a big part on home-made movies, Joost will be offering programming that will appeal to an audience that prefers professionally-made content. Of course, the 'prosumer' ("the consumer is the producer") is a real and promising trend that will not fade away, so YouTube need not to panic. Still, most consumers prefer to just 'consume' media for a big part of the time that they devote to entertainment, and it is obviously those 'eyeballs' that the mass media advertisers are interested in.

Basically, that shows us how the mass media will also become digitalized, lifting up the wall that currently exist between online and offline media (except for print,mostly). It also means that marketeers with deep digital knowledge are on the right side of the creative divide.