News Corp. president Peter Chernin said his company would produce original content based on Fox hit show The Simpsons for mobile phones and then said that Fox would "market the hell out of it, trust me." Thanks for that warm reassurance Peter, because after 18-years of Simpsons, I was unaware if Fox saw the Simpsons as a marketing vehicle or not.

Fox said The Simpsons content that will be immediately available to mobile phones will be ring tones and wallpaper, and the initial streaming content will likely be repurposed, not original.

But fear not because Chernin said original content would be ready before the end of the year, although he did not offer many details. Series executive producer James L. Brooks indicated that the new originals would likely be shorter than the 22-minute episodes fans are familiar with from TV.