Endemol Will Add Mobile Video To All Reality Shows

Endemol, the British production company behind Big Brother, has revealed plans to provide mobile video content for any new programming format launched in the UK.

The strategy could play a major role in pushing mobile video into the mainstream, following the company’s success in using its brands to drive take-up of interactive content like online streaming video.

Separately, Endemol has formed a new joint venture company with GSMBox Italy, a mobile media company, which will develop interactive applications for mobile telephony, using Endemol’s content. EndemolGsmbox, headquartered in Milan, will start its first operations in the UK.

It will concentrate on delivering applications and delivery systems for mobile TV extensions (e.g. voting per SMS) and the building and exploiting of mobile content users databases. The focus on mobile entertainment around third party brands forms a further line of business.

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