The PlayPhone Hits channel will launch on Top Up TV (the pay element of the UK's digital terrestrial TV platform) starting September 6th.

It will showcase mobile content services offered by the company's Splash Mobile portal and marks the first time a D2C brand has launched its own television channel in the UK.

PlayPhone Hits programming will include music videos, competitions and a constant PlayPhone presence on screen, offering ringtones, games, celeb videos, news and gossip and other content.

Viewers will be encouraged to interact with the programming by texting or visiting the Splash website.

Martin Bowley, managing director of PlayPhone EMEA, said: “It’s a totally new idea for a mobile content company to be branching out by launching a television channel. This is the ideal way for us to extend the Playphone brand beyond the world of mobile.

“The aim of this launch is to boost subscriber numbers and generate additional revenue via SMS. The beauty is that we can easily track new traffic, so it is a completely accountable exercise.”