Flextech Television wants to promote the Trouble brand across multiple platforms by launching a user-generated content network that aims to copy and evolve destinations such as Flikr.com.
The interactive content will then be used to promote a new TV show later this year.
Users will be able to post content to the online community via online or mobile.
Material from the user-generated site will be used to create viral content to promote the brand and encourage visitors to the site.
It is hoped the broadband channel will become a content source in its own right as well as promote the TV content.
The site will reflect the Trouble brand and target 16 to 24-year-olds.
The project is planned to launch in May though the URL has yet to be decided.
It will be supported by a TV campaign as well as third-party promotions and competitions.
James Kirkham, managing director of Holler, said: "Flextech wants to develop a word-of-mouth buzz around Trouble Home Grown.
"Its idea is to migrate communities from the likes of Flikr.com and other user-generated sites. Our site will be very televisual with lots of bold graphics."
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