Thumbdance, expected to launch in the US within weeks, will feature repackaged content from popular Fremantle shows such as Baywatch, American Idol and The Price Is Right. It will initially be offered as both a streamed and clips channel on a subscription basis but Fremantle believes advertising-supported downloads are the way of the future.
Claire Tavernier, senior vice-president of interactive Fremantle Media Licensing Worldwide, said she was currently in talks with UK broadcasters and operators to come on board as a partner for a UK launch.
She said the channel would feature content from the company's archive as well as original clips. A London team is being established to develop new material, with an initial focus on comedy output.
Fremantle is also inviting other producers to supply content. "We're offering anyone who has exciting content a platform to distribute it," said Tavernier.
The company hopes to launch the channel in the summer, but Tavernier admitted the launch date was dependent on securing key rights - something currently held up by wrangling between broadcasters and producers over new media rights.
The mobile phone market is fast becoming a lucrative area for producers and broadcasters. New figures from research group Gartner have revealed that 55% of UK 3G mobile users are already watching short clips on their mobiles compared with only 6% who use their phone to watch live TV.