Five Toes Media

Pocket TV will be a free, 90-second show presented by Holy Moly TV’s Matt Edmonson covering music entertainment and youth culture.

It can be downloaded through any handset via a dedicated WAP site pockettvshow.mobi or watched online via a dedicated YouTube channel.

The line up for episode one includes interviews with musicians N-Dubz and Florence and the Machine, with Hockey playing an acoustic set in a greasy spoon café.

The branded show (branded content), produced by JA Digital and Iris Experience, aims to build on young people’s shift from traditional television viewing to new digital platforms.

Dave Hilton, head of marketing at Sony Ericsson, said, “Sony Ericsson’s Pocket TV acknowledges the growing trend of viewing content through new digital channels. Youth audiences may be watching less television - but they are online and using their mobile handsets, and they’re more passionate about music and entertainment than they’ve ever been.

“Sony Ericsson’s trademark is its ability to energise, inspire and offer real consumer benefit - this has always been one of our key differentiators and it will remain so. For us, it’s about being bold and fresh,” said Hilton.

This week Sony Ericcson also launched its PlayNow arena movies service, which allows consumers to sideload up to 60 movies a year. It makes its debut bundled with the W995 Walkman handset, launching in the UK next month.

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