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Joost, a startup that allows users to watch free video content on the web, has now enabled its video streams on the browser-based player and is going to stop making desktop clients. Based on the Internet Protocol television (IPTV) the service was incubated last year with great expectations and aims. Though all the hype it created was badly slapped by public’s criticism that includes service execution ( as it was a typical desktop client), bandwidth limitations and limited content.

Joost new announcement of shifting towards the web browser is supposed to be the much awaited feature. According to GigaOm, the web version will allow users to to view content right on their web browsers with a small plug-in that would be gabbing files using the P2P technologies by embedding itself into the browser. The service is also making a video based social network that improves your interactivity level by allowing you to share your content with your friends.

Though the shift strategy does make sense, but its true that Joost have taken quiet a lot time to focus the in-browser. Apart from this, Joost still has more challenges to face. Hulu, one of the main competitor and a good player of IPTV field, can give Joost a bitter pill to swallow because of its rich content. Hulu has got a wholesome collection of some hit shows like The Daily Shows along with list of feature films whereas Joost is only limited to some shows from MTV and Comedy Central.

As Hulu is backed by some popular channels like NBC and Fox it is quiet difficult for Joost to build an enriched media content platform.

According to VentureBeat, the launching of plug-in, itself could provide hindrance in its publicity as the plug-in restricts users to use either of the two dominant web browsers i-e Microsoft IE and Mozilla’s Firefox while Hulu only requires Adobe Flash to run. Thus, sizable portion of users who are using other browsers will certainly not compromise on their compatibility because of Joost and prefer Hulu over it, as Adobe Flash is now become standard of most of the machines.

With this plug-in issue Joost can even loss sizable Apple users who uses Safari as their default web browser. Apple is quickly captivating the market shares and is experiencing an abrupt growth in its iPhone and iPod users.

Founded by the Skype founders, Joost still has some options to attract users by improving its content or by introducing a feature that could be generic for all browsers users. The service has already raised $45 Million funding from some Strategic Investors, had a content partnership with WarnerBros along with its partnership with 31 major advertisers and CBS (The most widely distributed professional content provider on the Web) and have had integrated the Google Talk to allow its users to share their views about a particular TV program with friends in real time. These all collaboration and funding reveals that Joost can still touch the heights of success by formulating some intellectual strategies and by quickly adopting them as IPTV is one of the growing field and offers some good scope for the newly incubated companies like Joost.

Apparently the new browser-based Joost with the social networking features is in its testing phase. You you can watch its video to see it in action.