• by David Goetzl , March 9, 2006

Bunim/Murray, the production company behind hits "The Real World" and "The Simple Life," has launched a unit to develop content specifically for emerging platforms such as cell phones, PDAs, and the Web.

Called M Theory Entertainment, one of the group's first projects is an online talent competition at Hams.tv. If successful, the company envisions using the initiative as a basis for a television show.

As consumers grow more comfortable with viewing video on mobile phones, PDAs, and iPods, content creators are taking steps to produce material explicitly for those platforms. Former WB CEO Jordan Levin and partners launched a firm last month with one of its missions to create content for broadband and mobile devices.

Other M Theory projects include two reality series--one about a BMX rider and the other a competition to find a new best friend for stars of "Real World/Road Rules Challenge"--produced solely for mobile outlets Amp'd Mobile and Proteus.

M Theory will also repurpose television content for new media devices, including 36 "mobisodes" for "The Simple Life" available to Verizon V-Cast subscribers.

The company is also working on Web sites with user-generated content that could also become television series.

M Theory will be led by Joachim "JB" Blunck, who will also retain his role as Bunim/Murray's senior vice president, digital content.