Time Warner, seeking to deliver entertainment content on cell phones, announced that it will invest about $7.5 million in Glu Mobile, a privately held company that makes and distributes games and other entertainment for mobile devices, Fortune reports (via MediaBuyerPlanner). Other major media companies are also searching for innovative ways to reach consumers with repurposed content.

News Corp.'s Fox, for example, is filming exclusive content of the show 24 specifically for Verizon Wireless, and the NFL will provide special video highlights exclusively to Sprint wireless customers.

Although the convergence of mobility and entertainment feels eerily like the internet back in the late nineties, it may actually be more complicated than that: The internet is open standard, which means anyone with the right tools can create and access content - but content for cell phones and cellular networks all needs to be configured in different ways.

Then, there are the different network standards that exist in the U.S., which can mean real headaches for media companies. Time Warner is, apparently, hoping Glu can help it navigate that complexity.