UK TV broadcaster unveils 1st made-for-mobile content

Celebrity interviews will be the first mobile TV programming made by U.K.-based ITV that has been especially produced for replaying on the handset. Every two-minute 'modisode' will feature two 'pop stars' interviewing celebrity friends and contacts at movie premieres, parties, launches and backstage at gigs.

The ITV head of mobile, Melissa Goodwin, said the 'Hot Desk' series was a way of "bringing music and entertainment to the masses" in a unique format by offering bite-sized chunks of entertainment on the move.

The first Hot Desk releases include interviews with Liam Gallagher along with the Stereophonics, The Twang and Fightstar. More than 140 new interviews are also lined up, with new shows being filmed through the Christmas party season and up to the music festivals in Summer 2008.

The programming will be free to viewers and funded through sponsorship. Sponsors have not yet been confirmed, but are believed to include a handset manufacturer.

For more:
- check out The Guardian