To create content for new media platforms.

Bunim-Murray Productions - the producers of reality hits "The Real World" and "The Simple Life“- is bringing its brand of "unscripted television" to digital through a new spinoff called M Theory Entertainment.

The wholly owned subsidiary will be run by Bunim-Murray senior VP of digital content Joachim "JB" Blunck. M Theory Entertainment will produce both original programming and repurpose existing shows for new media platforms like mobile phones, video iPods, PDAs and online.

The company is currently producing 36 "mobisodes" of the show "The Simple Life" and has agreements to produce original content for wireless operator Amp'd Mobile and content aggregator Proteus. It has already shot 20 segments for the original digital series T.J.'s Tips and Tricks, starring BMX rider and "Road Challenge" host T.J. Lavin.