Gorillabox, a new fully managed mobile TV enabler, is claiming that it will "turn the mobile TV industry on its head" following the launch of its service that can stream video content to any mobile handset, anywhere in Europe and the US.

GorillaBox's fixed fee commercial model is aimed at network operators, content owners, brand owners and ad agencies and will allow them to take advantage of the benefits of mobile TV "but without the hidden costs of the traditional revenue sharing model".

Christian Harris, founder and CEO of Gorillabox, says: "There’s been a lot of hype around mobile TV. But we’re looking to cut through that hype and show brands, content owners and mobile operators that mobile TV also makes commercial sense".

"As well as enabling brands to engage more directly with their customers, we’re going to show marketeers there’s money in mobile TV. Because of our agreements with UK operators, we’ll guarantee to pass on all the revenue to our clients so they can easily track the effectiveness of their mobile TV marketing campaigns."

"As Gorillabox only works with available technology our hold on the audience is huge, with over 100 million handsets in the EU and the US that can consume our streaming content now."

Gorillabox will offer its clients either an "à la carte" menu of mobile TV services, or the ability to use the service as a full turnkey provider to plan, execute and manage and track their mobile TV campaigns.