MUMBAI: Fortune Star Entertainment Ltd (Fortune Star) will launch at Mipcom 2006 The Heyman Hustle, a web/wireless reality series hosted by Paul Heyman.

The reality series, featuring provocative content for the exploding new media platforms, is created by Paul Heyman, the architect of the edgy Extreme Wrestling phenomenon in the 1990s, and produced by Park Avenue production house, HQ Productions, Inc. Fortune Star is the exclusive worldwide distributor of The Heyman Hustle, informs an official release.

"Both traditional and new media expanded their reach by tapping into the worldwide mobile culture," said Heyman, "Whether people are out at dinner, on the beach, or in their car, their cell phone, Blackberry, Trio, iPod, or broadband unit has become more than an accessory, it's a necessity. The wireless/web based platform has now become the most powerful way for me to reach audiences."

"From Bombay to the Bronx, if you walk the streets with Paul, people open up and embrace him as one of their own. Paul's bombastic on-air personality is matched only by his innovations and revolutionary entertainment concepts," Fortune Star's GM, Peter E. Poon, added, "Which is why we are so excited to package Paul together with Mitchell Stuart, whose work at HQ Productions has led to broadband's most successful music series."

The Heyman Hustle will be a weekly program customised for both the web and mobile experiences. The series will be available in 10-minute webcast and one-minute mobicast formats with features including ringtones, wallpapers and java games, adds the release.