Sun Microsystems is hoping to boost recognition of its Java software with a new TV Show, "Mobile Entertainment World."

The show will be sponsored by Sun and perhaps some other phone service sellers, and is "one of several efforts the Santa Clara, Calif.-based server maker has undertaken as part of a multimillion-dollar program to make average people aware of the Java brand."

"Sun has finished the pilot for the 13-episode TV series, which is geared chiefly for European audiences that are more prone to gadget envy after seeing segments on games and cutting-edge Japanese consumers, van den Hoogen said at the recent JavaOne trade show."