Play-Off allows users to send ten to 15 second videos in response to a particular challenge. The best entries enter into a play-off round, where each successful entrant faces a fresh challenge. The winner emerges after the videos are voted off by users in the same style as popular TV talent shows.
Some of the first categories include finding the sexiest person, the craziest dancer and the weirdest video.
Tony Cuthbertson, director of IMP Media, which produced the site, said: "Play-Off picks up on a number of big trends in television and the internet and adds the spontaneous interactivity of the mobile phone to create something that's completely new and fresh."
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