Interactive entertainment company Prizemo LLC is launching a mobile television gameshow that lets players win cash and prizes.

The first participation media show of its kind, "Show You the Money" begins today. Winners will be randomly selected and announced at http://www.prizemo.com on a weekly basis during the game's first phase.

"We are trying to bring a business model that is successful in Europe to the U.S. to create the first interactive participation TV show using Internet and mobile channels," said Jakob Kuznicki, founder/CEO of Prizemo, New York.

"We feel that putting TV, the Web and mobile together -- and letting people redeem Prizemo points for mobile content -- will be a popular combination," he said.

Prizemo is targeting the 16-47 demographic.

Starting Sept. 5, Prizemo will begin airing 30-second promotional spots on the MTV, MTV2, VH-1 and BET cable channels.

Prizemo's online marketing will appear on entertainment Web sites such as Billboard.com, with pop-up ads asking "Do you want to win $1,000?" redirecting consumers to a landing page with the sweepstakes.

Prizemo will also issue a call to action in an email blast to its database of 100,000 opted-in consumers.

The company will run viral marketing campaigns via blogs, Facebook, MySpace and the BET interactive advertising network's affiliated Web sites.

Celebrity hosts, including Saigon, Memphis Bleek, Unique, Talia Coles, Ephraim Benton and Plies, will appear on-air with call-outs to viewers to text correct answers to questions using the short code 99799.

Each mobile participant for Prizemo's 'Show You the Money' will receive a free ringtone or other mobile content, which can be redeemed at http://www.prizemo.com.

Players are charged 99 cents by all carriers for each text message.

Also, players can text answers to receive Prizemo points that can be redeemed at the online store at http://www.prizemo.com.

"We're focusing on the entertainment sector, with trivia questions about sports, music, movies and celebrities," Mr. Kuznicki said.

Warner Music, Universal Music and Sony are helping with the prizes and providing the artists for the TV spots.

Prizes include cash, ringtones, wallpapers, iPhones, TVs, tickets to concerts, T-shirts, signed CDs and meet-and-greet sessions with artists.

The company is currently in discussions with major U.S. and international broadcast and cable outlets, including BET and the Game Show Network, for syndication of Prizemo's 'Show You the Money' as a daily 15-minute show featuring celebrity hosts from the worlds of music, film, fashion and sports.

Prizemo already hosts a 15-minute show soccer gameshow on TV Azteca, a Mexican network that gets 20 million viewers watching Mexican soccer.

Prizemo owns digital content rights for various artists and produces participation media properties for multiple outlets.

Mr. Kuznicki, formerly the vice president of licensing for Jamba/Jamster, which helped popularize the direct-to-consumer mobile content business in the United States, has established a partnership with Munich, Germany-based firm SEO Entertainment to develop interactive platforms for various shows.

Prizemo will also offer four separate, avatar-hosted games at prizemo.com, including the sports game "The Red Zone," the celebrity-themed quiz game "The Fame Game," "Music Madness" and the online version of "Show You the Money."

"Today everybody has a mobile phone and it is much easier to get people to participate via the mobile channel," Mr. Kuznicki said. "Consumers aren't leaving home without their mobile phone.

"The first thing they do in the morning before they even brush their teeth is check their mobile phone to see if someone called or texted them," he said.