MWC 2008: Meet the mobile Calendarettes

Mobile phones, Mobile World Congress 2008

calendarettes.jpgI have seen the future of mobile TV, and it’s a reality show featuring a bunch of models in bikinis fighting it out to become the star of a glamour calendar. Possibly. And if it’s not that, it’s a sitcom about pasta.

Both are the work of Italian startup Small Formats, which is showing off various TV formats at Mobile World Congress. The Calendarettes is an 8-10 episode reality show featuring said models, which has been produced with mobile in mind. So, there’ll be the basic TV show, but also 2-3 minute mobile clips and a website tied in.

Meanwhile, Pasta Is Fun is the sitcom, which stars three characters cooking pasta in their kitchen, and is split up into 3-5-minute bitesize episodes, and a companion website with recipes. Genius. Small Formats CEO Marco Ottolini says the company’s aim is to become “the Endemol of mobile”.

You can’t go wrong with bikinis and pizza. Although another of their sitcoms, Via Montenapoleone’, also sounds good:

“A young heterosexual stylist, his gay assistant and their ‘out of shape’ junior assistants try to force themselves into the ruthless world of Milanese fashion with their plus-size creations! A profane sitcom about the world of fashion and its stereotypes.”

You know this will be worth watching.

Small Formats website

Find more mobile news in our Mobile World Congress 2008 category

Stuart Dredge
For latest tech stories go to