(13 November 2006 2:00 pm)

MUMBAI: Television format cerator FremantleMedia and Mobliss have launched a mobile phone channel, Atomic Wedgie, on the Sprint network in the US.

The channel will feature hours of original programming as well as content from FremantleMedia’s library including hilarious animated and live action shorts, Baywatch, British cult comedy and TV bloopers.

Atomic Wedgie will be available through a monthly subscription on Sprint, one of America’s largest mobile broadband networks, and will debut in the US with eight categories of short form comedy targeted at the 18-34 year old male demographic. It is the first mobile channel to launch from the joint venture between FremantleMedia, one of the largest international creators and producers of programme brands in the world, and Mobliss, one of the most trusted names in mobile entertainment and content delivery.

The channel will feature re-purposed content from FremantleMedia’s extensive library, the best content from third party producers and original content made specifically for mobile and produced by the company’s newly created FMX division. Mobliss provides the technology necessary to power the mobile video clips and with deep roots in the wireless industry, is a critical partner for delivering the channel to top tier carriers like Sprint.

FremantleMedia Licensing Worldwide GM Olivier Gers says, “This is the first mobile phone channel of its type and we are very excited to be partnering with Mobliss in order to launch this service in the US. FremantleMedia has an extensive portfolio of high quality programming and we are delighted to be able to bring this content direct to consumers, giving them one place to go for the funniest content on mobile.

"We are also looking to acquire content and are currently creating content from scratch specifically for mobile. We are also very interested in speaking to producers to enhance our catalogue, as well as exploring other distribution venues for the channel.”

Mobliss president and CEO Jim Merrick says, “Mobliss and FremantleMedia have a successful track record of delivering mobile entertainment that has not only been fun and accessible to everyone, but has helped to cement the mobile device as a true entertainment platform. It is this history combined with Sprint’s leadership in mobile video in the US, and the hilarious content, that positions Atomic Wedgie for success.”

FremantleMedia and Mobliss have enjoyed a long and successful partnership and together have been credited for introducing SMS messaging for American Idol - the largest text voting campaign in television history - and the creation of the mobile games Family Feud and The Price is Right.