Ericsson and TV producer Endemol (AMS:EML) have partnered to distribute mobile phone technology allowing viewers to participate in TV shows through 3G video. Me-On-TV, a platform developed by the Swedish telco, was first used in last year’s season of Endemol’s Big Brother reality show in its native Netherlands, when contestants received live video messages from the outside world. It also powers the live conferencing of a new Dutch citizen journalism show Ik op TV. Now the pair have signed a global partnership that will see Endemol distribute and license the product. Me-On-TV will be offered as a white-label service to broadcasters, internet sites and mobile operators. (See announcement).