LOS ANGELES -- Peter Chernin, News Corp.'s president and chief operating officer, said today during this morning's keynote that Fox's "The Simpsons" will launch a mobile application later this year.

Chernin, who was very convincing in his excitement about the potential size of the mobile content market, said tailor-made Simpsons content will be huge.

"It's funny; it's universally recognized," he said. "We'll offer content designed exclusively to the mobile customer, not just retreads. We'll make it easy to discover, and provide ample choice, but not too many choices, and we will market the hell out of it, trust me. We will make consumers want it, not need it, but want it."

At the start of the show on Tuesday, News Corp. announced that it was buying a controlling stake in Jamster, a ringtone company owned by VeriSign. News Corp. purchased the 51 percent stake in the company, also called Jamba, for $188 million.

The Simpsons content will be distributed through that new mobile service, Chernin said.

What Chernin didn't mention, or even hint at during his speech, was any potential relationship with Clearwire. Many analysts are expecting News Corp.'s DirecTV to partner with Clearwire to build a nationwide WiMax network.