We've done our share of guessing what Sofanatics, a new Finnish stealth startup, is up to with their concept and it seems that finally there's some light being shed to their work. It comes from an interesting source, one of the blogs hosted by Finnish Broadcasting Company. The blog post is titled "Videochat combines home couches during the Olympics".
The blog post also tells us that on 17th of February, they will open yle.sofanatics.com to showcase the service and enable social video viewing during the first ice hockey match of the Finnish national team in Vancouver. According to the post, usage is easy. Everyone is able to create their own room for watching sports with their friends. Users can invite others with Facebook credentials and thus it takes only a few minutes to get going.
It also mentions that "all you need to do is flip on a webcam and you're good to go". Now this can be understood in several ways. Either the webcam is used for social purposes or actual video streaming, which however is unlikely as they are working in this close co-operation with YLE.
The monetisation of the concept is now easier to understand as well. Most likely, Sofanatics is offering the service as a paid value added service to media companies around the world. This would be a great way to capitalise and build traction to the concept as it would be free for consumers.
YLE also states that new features to the service will be showcased during the Ice Hockey world championships in May.