Sony Ericsson last week announced plans to launch on June 4th a multiplatform interactive show, entitled "Pocket TV" and devoted to music and "youth culture." The show, which was produced by Iris Experience and JA Digital, will be available in 90-second episodes on a dedicated WAP site (pockettvshow.mobi) and in three-minute episodes on a dedicated YouTube channel (youtube.com/pockettvshow). The show will have presences on Twitter and Facebook, and will invite viewers to influence its subject matter through their comments on those services and on YouTube. It will also feature regular "citizen journalist" segments in which viewers will be able to star: viewers will be invited to upload to YouTube videos of themselves suggesting a topic they would like to see covered, and, if their pitch is successful, they will be invited to appear in a segment on the topic that will be shot by the show's production crew. "Sony Ericsson's 'Pocket TV' acknowledges the growing trend of viewing content through new digital channels," Sony Ericsson's head of marketing, Dave Hilton, said in a prepared statement. "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 energize, 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."
