Continueing about internet television Joost

Various web sources writes that Joost has already signed broad programming partnership deals with Viacom and CBS as well as independent producers.
Maybe these events speaks about that Joost is going to be open for everyone who would like to watch TV online. The combination of TV internet and advertising might be very profitbale for its owners. I guess there would be some chances to adress advertisments corresponding viewers interests as this program is based on P2P network.

In short, according to various web sites, Joost, the IPTV company founded by the people that launched Skype, has signed up 31 advertisers worldwide ahead of the launch of its free internet TV service. So is it worth to expect that soon there will not be need to get an invitation to watch this television online.