Just arrived in Cannes for Mipcom to the announcement Endemol is making a mobile TV show, heavy on user-generated content, for T-Mobile. Be On TV will launch this month, with A Taste Of Fame, the channel’s own search for a presenter, setting the tone for the kind of show-off entertainment content the service is attracting, with strands including Confess TV, Bust A Move and Pub Joker.

Video submission will actually be handled by Yospace, the UGC enabler acquired by Emap (LSE: EMA) for £8.7 million in February and which is also responsible for 3’s similar-sounding SeeMeTV service. MoMedia, in which Endemol has a 25 percent stake, will produce the TV-like output and competition events. Endemol’s UK digital content producer Paul Mustafa said “the rubbish is filtered out and users are actively incentivised to enter talent shows and get more creative with their phones”. Endemol is already licensing a See-On-TV product that lets broadcasters take video chat from mobile-toting viewers and put it on TV. Endemol had scaled back its mobile TV plans in May after earlier announcing plans to launch two channels.

• Endemol Boosts Digital Production Capacity With 25 Percent Stake In MoMedia
• Endemol Less Enthusiastic On Mobile TV Channels