Mobile entertainment content portal Thumbplay introduced a set of self-service, extensible tools enabling television content producers to create their own mobile multimedia storefronts. According to Thumbplay, the solution promises broadcasters the tools to build hosted mini-stores, widgets and search-based integration to promote and sell content including ringtones, wallpapers, games and video clips. Broadcasters can also create new advertiser inventory and cross-promote their brands and assets via the Thumbplay portal as well the company's syndication partners. Thumbplay said A&E Television Networks and Entertainment Tonight are already on-board with the initiative. 

For more on the Thumbplay toolkit:
- read this release [1]

Related articles:
Thumbplay [2] inks ringtone deal with iLike
AOL fine-tunes mobile strategy via Thumbplay [3]
Thumbplay [4] inks ringtone deal with EMI
Thumbplay launches ringtone [5] charts