Excerpts of the Justin Pearse's article.

"The Endemol strategy could play a major role in pushing mobile video into the mainstream, following the company's success in using its brands to drive take-up of interactive content like online streaming video.

Endemol has previously experimented with mobile video, but has now launched its first full service accompanying a programme, for reality show The Salon.

'We've dabbled with mobile video for a couple of other programmes and territories,' said Endemol head of interactive media Chris Short. 'But this is the first time all the pieces have come together - the right players and the right formats - to get to the mass market.'

The production giant has tied up with Microsoft, mobile video firm Oplayo and mobile video distributor Flix for The Salon service. The results have been so successful that Endemol plans to introduce mobile video to all future formats.

'I think it's very unlikely we'd do another show along the lines of Big Brother or The Salon without mobile video,' said Short.

"On the Web it's difficult for us to find exclusive content that's not already handled by the digital channels,' said Short. 'The next obvious target is mobile, especially as most of our formats are 24-hour content.'

The whole story on the New Media Age website.