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T-Mobile calls up Endemol for UGC service MIPCOM: T-Mobile has commissioned Endemol UK to create a user-generated content (UGC) service and channel, it was announced here in Cannes.  Launching later this month, Be On TV will feature user videos in a range of categories such as Confess TV (darkest secrets revealed), Bust a Move (dance challenges), Kamikaze Videos (Jackass meets funniest home videos) and Pub Joker (best jokes, worst chat-up lines). Users will also be able to enter regular talent competitions to wind up in a weekly UGC entertainment show. A highlight is talent search format A Taste of Fame, in which users have 30 seconds to sell their personalities, with the winner securing a contract to present Be On TV. Mobile UGC provider Yospace is partnering Endemol UK and T-Mobile UK in the venture. Other collaborations include a weekly made-for-mobile TV show and competition events produced by MoMedia. The service will also feature a video gallery that allows users to search for content, browse contributors' profiles, download videos for a small fee and vote for their favourite clips. "Be On TV takes UGC to the next level," said Pasa Mustafa, digital content producer at Endemol UK, calling the new service a quality, editorialised entertainment experience, "where the best content is easily discoverable, the rubbish is filtered out and users are actively incentivised to enter talent shows and get more creative with their phones." Gün Akyuz 8 Oct 2007 © C21 Media 2007 
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