Mobile Entertainment company PlayPhone has launched a TV channel in a joint venture with Top Up TV,  the company that provides Pay TV services on Digital Terrestrial Television. The venture marks the first time a mobile entertainment brand has launched its own branded TV channel.
The channel launched on Top Up TV over the weekend.
Playphone Hits showcases the mobile content available from Playphones Splash Mobile service, including videos, games, celebrity gossip and other applications. Programming will include competitions and music videos, updated weekly. There will also be a constant Playphone presence on screen, offering access to mobile content. Viewers will be encouraged to interact with the programming by texting in, or visiting the Splash website
http://uk.splashmobile.com
Its a totally new idea for a mobile content company to be branching out by launching a television channel, says PlayPhone EMEA Managing Director, Martin Bowley. This is the ideal way for us to extend the Playphone brand beyond the world of mobile. The aim of this launch is to boost subscriber numbers and generate additional revenue via SMS. The beauty is that we can easily track new traffic, so it is a completely accountable exercise.
Top Up TV Commercial Director Jim Hytner says the days of TV coming from conventional broadcasters are gone.
Viewers expect much more, and Playphone Hits is a great example of the new generation broadcaster says Hytner.