Boost to the Broadcast Industry - instant mobile sites

I've been following the progress of a Norwegian mobile technology company based in Trondheim, Northern Norway that keeps coming up with ideas that bridge the mobile space with creative broadcasters. boost.no have built template-based software which allows journalists and copywriters to build websites that look good on smartphones. The challenge is that most standard websites look great on a big screen - lousy on a small one. Broadcasters are finding that advertisers are interested in mobile sites (more so than banner ads) but they want to see results before they sign anything. That reminds me of the radio ad business where creatives spent hours in the studio writing dummy ads simply to impress the client. Oystein Skiri was at IBC 2010 in Amsterdam and the recent WAN-IFRA conference for editors and publishers in Hamburg. I asked him to explain the problem they have solved.