Joost, the ambitious project of broadcasting TV programs over Internet, has just added new partners to its portfolio of content providers. Turner Turner Broadcasting System, Inc. announced will begin to distribute content on Joost from its Adult Swim and CNN.

Later this month, TBS will add to Joost programming from Hasbro, the National Hockey League (NHL), Sports Illustrated (SI) and Sony Pictures Television (SPT).

“Partners like Turner, Hasbro, NHL, Sony Pictures Television and SI Swimsuit represent the quality and wide range of programming that Joost offers viewers,” said Yvette Alberdingk Thijm, executive vice president of content strategy and acquisition for Joost. “From compelling news magazines and cool animation to current and classic sports games, comedy and entertainment, the Joost platform is a destination for audiences looking for great programming, a flexible entertainment experience, and a community with which to share that experience. By marrying great content from all genres and compelling, interactive features, Joost is a truly unique way for consumers to watch videos online.”

One month ago Joost signed a partnership with CBS to broadcast its programs, including the full CSI franchise. The financial terms of the deal were not disclosed.

Joost has already reached agreements to download programs from Viacom networks such as MTV, Comedy Central and VH1. While the deal's terms were not disclosed, Viacom and Joost will share advertising revenue.

Also, Joost revealed today that as of Thursday, viewers will be able to watch programming from the new content partners by building a preferred list of channels or by using the channel catalogue to find programming by name, channel or genre.

“The ability to make Joost a viable business, versus just a cool technology or viewer experience lies in our ability to bring together advertisers, content owners and viewers. Our business model was developed with the interests of our viewers and partners at the core. It’s exciting for us to enter this phase and truly begin executing on our vision.” said Janus Friis, co-founder of Joost.

Founded by Janus Friis and Niklas Zennström, Joost combines the best of TV and the best of the Internet by offering viewers a unique, TV-like experience enhanced with the choice, control and flexibility of Web 2.0. Joost is the first online, global TV distribution platform, bringing together advertisers, content owners and viewers in an interactive, community-driven environment. Joost can be accessed with a broadband Internet connection and offers broadcast-quality content to viewers for free.