Leiden, Netherlands - Joost, the peer-to-peer-based streaming TV service founded by the creators of Kazaa and Skype, announced on Thursday that it has signed 32 advertising partners for the launch of its service. Global advertisers will include Coca-Cola, HP, Intel and Nike; European partners include IBM, Nokia, Vodafone and Warner Bros; and U.S. advertisers will include Electronic Arts, Microsoft, Motorola, Procter & Gamble and United Airlines. Joost also announced a partnership with The Interpublic Emerging Media Lab, where several of the advertising agency's clients will work jointly with Joost to develop creative marketing campaigns on the service.

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