We’ve written about US startup Chill in recent months, which takes Turntable.fm’s avatar-based DJing idea and applies it to web videos. The company recently ran a trial of its technology with Vevo. Now it faces competition from Japan in the shape of Picotube, which pulls in videos from YouTube for users to play to one another and rate as ‘awesome’ or ‘lame’. It’s the work of Tokyo startup Vettl, and runs in English and Japanese, so may find an audience beyond its homeland. TechCrunch claims that the business model involves selling virtual items to users at some point in the future.