The service, called Entertainment Now, will be available via Today on 3, the live entertainment channel, and will be updated every Tuesday and Thursday with breaking showbusiness news and events.
As well as 'Big Brother', other shows to be included in Entertainment Now's line up are the Mercury Music Awards, Venice Film Festival and the MOBOs.
The style of the service is quirky and irreverent, poking fun at celebrities and wannabe reality TV stars.
APTN's director of marketing Toby Hartwell said: "Entertainment Now is a bespoke video mobile product that viewers are sure to find amusing and addictive."
Entertainment Now will sit alongside a range of 3 video offerings including full-length music videos, Barclay's Premiership action and comedy clips. It costs £5 a month to 3 customers, who can then watch as much video as they like, or 50p a item.
APTN is the television arm of Associated Press. Hutchison 3G UK delivers third-generation mobile multimedia under the 3 brand.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .
_1.jpg)
.jpg)
