CANNES: Peter Bazalgette, chief creative officer, Endemol Group believes the mobile is the “greatest opportunity the content industry has had” and is willing to put his money where his mouth is on that score.

Said Bazalgette during Wednesday’s mobile and cross-platform keynote, "I’m convinced that the growth predictions (on mobile TV content) we’ve seen will prove too low. I believe that the demand for mobile content will grow much faster than expected."

And Bazalgette is going full steam ahead on that front. Following the launch three weeks ago of the Endemol Reality Channel for mobile phones, he announced a slew of other initiatives in the space. Next up on his launch pad is Extreme Reality Channel after which will be the rollout of the Endemol Comedy Channel.

Bazalgette also announced that his company had created a new division called Endemol Mobile, “which for the moment is a prototype in the UK but will be in other territories very soon.”