The mobile entertainment content destination rolled out a set of self-service, adjustable tools that let television content creators build their own mobile entertainment content storefronts. 

“Fans of hit television shows, celebrities, movies and pop music are being targeted with these television networks mobile offerings,” said Chris Phenner, senior vice president of business development at Thumbplay, New York.

“For example, viewers of Entertainment Tonight can watch a story about Rihanna’s upcoming performance at the Grammys, and log on to etonline.com/ringtones to download Rihanna’s latest ringtones and videos to their mobile phone,” he said.

Entertainment Tonight’s site has Thumbplay’s mobile entertainment content contextually featured on the site.

A&E is using Thumbplay’s technology for three sites, AETV.com, the History Channel’s History.com and the Biography Channel’s Biography.com.

The new Thumbplay tools enable broadcasters to create hosted mini-sites, widgets and search-based integration, the company said. The search-based integration allows sites to promote and sell mobile content, such as ringtones, wallpaper, games and video clips.

Broadcasters can also create new sponsorship inventory on their sites, which opens them up to revenue from licensed content for download to mobile devices.

Broadcasters can license their own content for syndication across Thumbplay.com, AOL, MSN Mobile and iLike.

“Thumbplay is removing the mobile integration hurdles that leading brands, broadcasters and media companies face,” Mr. Phenner said.

“Without any upfront investment, Thumbplay’s partners can launch effective mobile strategies within days instead of months,” he said. “Partners can be assured that their mobile content will be supported and enjoyed across 2,000 wireless handsets and all major U.S. wireless carriers.”