Ericsson and Endemol have partnered in order to work on interactive TV and user-generated content. They will use as a starting point Ericsson's "Me-On-TV" solution, for bringing this service on a large number of handsets.

"Me-On-TV" is supposed to make it possible for handset users to upload, publish and share live or pre-recorded video content through any mobile device. The greatest advantage about this solution is that it will be available from anywhere around the world, using any type of mobile phone. This means that consumers will be able to transmit to websites, TV broadcasts, or stay in contact with friends in a community.

Those who use evolved handsets have the possibility of handling more evolved media files on their phones and also feel the need of sharing them with other people. This is where "Me-On-TV" starts playing an important role as a valuable solution. "The market for digital content is rapidly evolving and 'Me-On-TV' could have a significant impact on the way consumers interact with TV and digital media", considers William Linders, Executive Director of Digital Media at Endemol International.

Broadcasters, internet sites and mobile network operators will also have to benefit over the introduction of "Me-On-TV". They will be able to directly manage live and on demand content via state-of-the-are editorial management tools. This will be offered as a white-label service to broadcasters, internet sites and network operators. Ericsson will deliver it as an end-to-end service, by fully integrating and hosting it.

Endemol is already using "Me-On-TV" in the Netherlands. The company will be a distributor for it, licensing the technology as an integrated service in existing and newly developed TV and multimedia formats on other markets too in the future.