Endemobile reality check : mobile soaps and bubbles

Endemol's Peter Bazalgette announced two new mobile channels : Extreme Reality Channel and a future Comedy channel.




Freemantle Media Licensing Worldwide announced a mobile version of The X Factor with MIG (Mobile Interactive Group).
Freemantle's rather classical approach shouldn't bring much disruption to the market. No big Fear Factor for Endemol : they intend to shake mobile TV the way they did with SMS (remember Big Brother and Veronica ?) with "a non-stop parade of the bizzarrest and weirdest video clips from the world of entertainment". According to the not so entertaining Endemol Mobile website, content will partly be "based on the huge back catalogue of Endemol".
I wonder what's more depressing : an microerzatz of existing soaps or the most extreme worst of reality TV trash, straight from the bin. 3G is fine, wait till they get 3D and odorama...