Joost, the disruptive Internet video start-up of veterans Niklas Zelstromm and Ianus Friis (the guys behind Skype and Kazaa), announced content deals with new media giants.

Among them are CBS, Sony Pictures and Turner Broadcasting and Heavy.com is also expected reach an agreement later on Monday with Joost.

After signing distribution contracts with giants like Viacom, CBS or Reuters, Joost recently announced that media behemoth Turner will also distribute some of its content freely on the Joost network, including channels like Adult Swim and CNN. Programming from Hasbro, the National Hockey League (NHL), Sports Illustrated (SI) and Sony Pictures Television (SPT) will also be available by the end of May.

Sony Pictures will provide episodes of several old TV series including “Charlie’s Angels” and “Starsky & Hutch,” while Sports Illustrated will run photo shoots and programs about its swimsuit issue. The National Hockey League will broadcast vintage games and game highlights and Hasbro will run old episodes of “Transformers” and “G.I. Joe.”

Heavy.com is also expected to reach an agreement with Joost later on Monday, with the channel already listed on Joost’s web-page. However, it seems that Heavy.com’s content will only be available on the US territory, although on the company’s site it can be viewed by natives from Canada.

Among the advertisers signed as “launch partners” for Joost’s official launch (which took place on May 1) are Microsoft, United Airlines, Unilever and Sony, but additional partners include the Purina division of Nestlé, Hewlett-Packard, Intel, Motorola, the Opel and Vauxhall units of General Motors, Taco Bell, Lions Gate Entertainment and the United States Army, according to advertising agencies working with Joost.