Inventa, jointly owned by digital advertising agency Profero and PR company Slice, has lined up two famous DJs and a well-known glamour model as presenters for the latest expansion of mobile content across different platforms.
It is the latest example of a growing new market in the media industry that could become an advertising as well as a content platform.
Inventa has already produced shows specifically for mobile, including vehicles for Jamie Oliver, Ministry of Sound and DJs Zane Lowe and Pete Tong. It ran the first 3G ad, for Apple, during Tong's show last year.
Among the programmes due to launch in the next few weeks is Jodie Marsh's Real Tips, a one minute daily show on sex that will be available for downloading on Hutchison's 3 network.
Inventa is targeting a different audience in developing a made-for-mobile show for Radio 1 DJ and TV presenter Nihal, who was recently voted one of the top 10 most influential Asians in the UK.
The third project involves a vehicle for Roger Sanchez, one of the world's top dance DJs, which will be available to download on the Vodafone network.
"What we're trying to do is create stuff that people can't find anywhere else," said Hammad.
The growing penetration of 3G is expected to see a further boom at Christmas, but Hammad admitted advertising had so far been limited to a handful of campaigns.
"It's the dawn of a new medium," he said. "At the moment, we don't know exactly what's going to work and what isn't going to work."
However, areas such as music are already proving a hit on mobile and with broadcasters such as Channel 4 putting such devices at the heart of their strategies, content on 3G looks set to be a major growth area.
Profero won the digital contract for Channel 4 two weeks ago and Inventa is expected to be involved in the launch of new mobile content for the broadcaster in the future.
