Me-On-TV, jointly developed by Endemol and Ericsson, lets consumers upload, publish and share live or pre-recorded video content via any mobile device to any screen around the world. Consumers can transmit to websites, TV, or with friends in a community. The system also allows broadcasters, internet sites, and operators to manage the content using editorial management tools.

The platform will be offered as a white-label service to content aggregators such as broadcasters, internet sites, and network operators. It will be hosted and managed by Ericsson. Endemol will act as a distributor, licensing the technology for existing and newly developed TV formats.

It’s already being used by Endemol in the Netherlands. Last season's Big Brother TV series saw ex-housemates using the technology to communicate with the house

Jan Wäreby, senior VP of Ericsson's multimedia business, said: "This global partnership flags Ericsson's commitment to establish a leading position in multimedia. It shows our partnership approach with innovators in complementary fields to develop consumer solutions for multiple screens that can benefit media companies and operators alike."