Revenue from 3G phones is likely to be generated by using existing brands rather than original content, according to the head of interactive at Endemol. Speaking at the Edinburgh Television Festival in a session examining the future for 3G technology, Peter Cowley said: "brand new content is problematic. How is the audience going to find you? They will be more likely to go to content that exists already. So the money is in exploiting something like Big Brother." He added that anyone hoping to generate revenue from 3G content had to be prepared to take risks and make a significant financial commitment before it would pay off.