Hollywood veteran Jeffrey Katzenberg has been talking about his latest company, startup WndrCo, which has raised $600m so far to try to crack the idea of “new TV” made for mobile devices.

Katzenberg set up the company after selling studio DreamWorks Pictures to Comcast.

“I believe there is going to be an enterprise 10 years from now that will be as big as the television business is today… but it’s going to be delivered to you in a mobile experience, in chapters,” said Katzenberg at an event in New York reported on by Variety.

He went on to draw a comparison with the top-tier TV production costs of between $200k and $300k per minute for the likes of HBO and Netflix, and the $100 a minute cost for much YouTube video.

“And, he added, the only reason it’s even that much is because professionally produced music videos account for a good chunk of the content mix,” noted Variety.

WndrCo will be trying to find clear space between those two content types, with Katzenberg citing Vice Media, BuzzFeed and AwesomenessTV (the latter of which he bought for DreamWorks) as inspirations.

Snapchat too, which he described as “innovative, exciting, playful”.

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