Mobile TV gets its day in Cannes

International content show MIPTV has added something new to its conference plans this year in Cannes, France. The TV and Internet content group is hosting the world's first mobile TV festival, showcasing a selection of "made-for-mobile" short movies, programs and cartoons from all over the world.

The event sponsored by Vodafone is highlighting the work of content providers from such TV brandname heavyweights as Sesame Street and Looney Tunes, but for the most part, the submissions are from relatively unknown producers of mobile format-specific content from the world over. There will be lifestyle programming focusing on cooking and making cocktails from MoMedia in the U.K., music videos from France's ClicMobile, a mobile soap opera from Denmark's Inmobia, a drama series titled "Who Killed Rachel B?" from Chooz Active Content in Israel, and even something called "Topless Boss" that despite it's provocative name, U.K. content provider Zeppotron is insisting is a comedy short.

MIPTV has pre-selected 12 entries from 14 countries, and has a panel of experts from both the mobile and television worlds to hand out awards like "Best Adaptation from Existing Medium." The Palm D'Or it's not, but this isn't the Cannes Film Festival. Event organizers said that the sheer interest generated in mobile content after the launch of initial mobile video services in the U.S. and Europe has demonstrated that the mobile TV has promise.

"The time for mobile TV has arrived," Vodafone director of global content development Graeme Fergusun said in a statement promoting the event. "The role of television producers will be key in providing real entertainment to mobile customers. New formats and new ideas are needed to meet customer expectations and the program being launched at MIPTV will be a great opportunity to showcase the potential for mobile TV."

Vodafone and Verizon Wireless were the two global carriers to launch the first "mobisodes" over their 3G networks earlier this year--offering customers short original programs not just tailored for the mobile, but produced and shot specifically for the format. The leadoff program was a take-off on Fox's hit show "24," which used a new cast and a new script and some awfully tight headshots. Neither company has released any data on how the mobisodes have performed.

The MIPTV conference begins Wednesday, April 13, in Cannes.