Fox picks up first online-only show

The Cell is a drama series of 20 two-minute shows made specifically for online and mobile broadcast by Big Brother creator Endemol. The show will be supported by bespoke sponsorship and pre roll adverts.

The series tells the story of a man who finds himself locked in a lawless prison. It has previously been screened on O2's mobile network and www.crackle.com, Sony's online video service in the USA.

The Cell will be broadcast internationally from the independent website www.thecell.tv but will be supported and promoted by Fox's local websites. A game is currently being developed in Argentina to partner the show, together with viral elements.

Pablo Silva, FIC's vice-president for global online publishing, said The Cell was the first project in a series. Silva said Fox hoped to show up to four online-only shows a year, predominantly action and comedy, and was looking for another programme to release before the end of 2008. The shows will be predominately action and comedy offerings.

FIC do not have an audience target for The Cell. Silva said: "It's hard to tell numbers. There will be some promotional efforts on our own channels, but there's not going to be a massive promotional blitz, it's got to take off on its own. It's an experiment."