You know that mobile content is more than just a flash in the pan when icons from the format world step into the kitchen. Endemol plans to launch two mobile phone channels through partnerships with worldwide phone companies. Set to start in 2006, one of the channels - Extreme Reality Channel - will feature 'a non-stop parade of the bizzarrest and weirdest' video clips that will be updated weekly. This branded entertainment will be pulled from Endemol's international library of content and reversioned for mobile.
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