British broadcaster Channel 4 is overhauling its mobile web site in time for the launch of latest series of the reality TV show Big Brother. NMA.co.uk reports that Channel 4 is hoping that video clips from the show will drive traffic to the off-portal, ad-funded site, which will allow users to make comments and leave ratings. The site will also include content from the Big Brother Big Ears online radio show.

SEE ALSO: CondeNet UK Takes Mobile Content Off-Portal To Sell Ads

Channel 4 has not made any deals with carriers so far to distribute the video clips on their portals, nor have they found an an agency to handle the ad sales. Media companies are increasingly keen to go off portal and to take control of their content and their ad sales. Channel 4’s off portal move follows CondeNet’s recent decision to drop its carrier deals and go straight to the mobile web, which they said would allow them to control ad sales and cut out the middle man.