Online TV startup Joost just signed a number of new content deals that will add a significant amount of programming to the service, reports the Associated Press.

Programming from CNN, Sony TV, the NHL, Sports Illustrated and Cartoon Network have just been included among its lineup of offerings, which already boast the previously-announced CBS and Warner Music programs.

A Joost spokesperson explained advertisers will be charged on a per-view bases, with revenues split between the content creator and Joost. Pre-, post-roll and in-stream ads will be included in the programming as part of the trial period to see what works best. The representative also said there will be far less advertising on the site than on traditional TV.