Mobile content has for the most part not lived up to the promise of the 3G revolution. Uptake has so far dragged in the West and despite the global ubiquity of all-singing, all-dancing 3G-enabled phones the medium has so far suffered from a lack of faith from original content makers.

That's due to change, however, if start-up mobile content provider WIMO's executive producers Stefan Haller and Drew Fitzgerald have anything to do with it. In conjunction with Anonymous Content and Overbrook (Will Smith's management/production company) executive producer Miguel Melendez, the pair have written and produced a mini-series exclusively for mobiles starring the menacing talents of Hollywood heavyweight Michael Madsen and perma-tanned movie smoothy George Hamilton.

Consisting of seven three-to-five minute 'mobisodes', "Coma" is a graphic novel-styled, urban thriller à la Sin City, featuring Madsen as Lennox, a cop on the tail of a corrupt mayor (Hamilton). For speed, cost and flexibility "Coma" was shot in two days on green screen by Anonymous Content director PR Brown, then pimped out in post.

The bite-sized episodes are designed, says Haller, to satisfy the increasing number of consumers with 3G phones looking for a quick hit of original entertainment. Mindful of more mature mobile markets like East Asia and the tech-minded male demographic, the pair eschewed complex storylines in favor of a tried-and-tested plot and slick execution.

"I had my first experience with V Cast over here [in the US] and I realised that everything was retasked and repurposed. We saw an opportunity to use the handset as an original medium," explains Haller. The pair is well placed to undertake the project: Haller's background is in creating sports clips for mobiles in the UK and then working in features for Warner; Fitzgerald's day job is as a creative director for clients including Coca-Cola and Hyatt.

The pair is currently negotiating details for worldwide distribution rights with mobile operators. WIMO is already working on follow-ups in different genres, which will be a mix of original content and branded entertainment. The pair is already in negotiations with a number of brands; in the meantime watch out for "Coma", coming to a handset near you.

Anonymous Content http://www.anonymouscontent.com