ITV has fixed the MySpace generation firmly in its sights with its innovative made-for-mobile music magazine

The format
ITV launched Hot Desk, its first made-for-mobile show, last week. The broadcaster is quietly confident of its success and plans to produce audience figures some time in the new year.

Inspired by Channel 4’s TFI Friday format from the 1990s, and situated around a large wooden desk that guests are encouraged to sign, the show features interviews with pop stars conducted by former All Saints Nicole Appleton and Melanie Blatt, as well as Dave Berry and Emma Griffiths from Channel 4’s music strand T4.

Interviewees so far have included Liam Gallagher, The Stereophonics, The Twang and Fightstar. Big names lined up include Sugababes and Girls Aloud. The mobisodes last for around two minutes and will be released regularly, with more appearing during the festival season. A spokeswoman for the show said: “The whole point of the show is that it is current. If a band want to release a new single or album we will talk to them and make a video for download immediately.” She added: “The celebrities are more open than they might otherwise be because it is mobile.”

Who’s behind it?
The show is produced by Chris Gillett of UMTV and overseen by ITV head of mobile Melissa Goodwin.

How was it made?
The show is made to broadcast quality and the team is currently in talks with ITV2 about a possible TV broadcast.

Where can I see it?
Text DESK to 83339 to be sent a link to the site.

Why does it suit the platform?
Aimed at the MySpace generation, the acts have been chosen to appeal to the 16 to 24 demographic, with music at the forefront.