Nintendo's plans to offer television content through the Wii have got television executives looking over their shoulders.

An executive for Fuji Television, one of Japan's biggest commercial broadcasters, said that if Nintendo experiences genuine success with its plans to make the Wii "the centrepiece of the living room" then Nintendo's ambitions are "the stuff of television producers' nightmares".

He noted that in Japan, where networks are being criticised for relying on repeats and celebrity-based shows, Wii no Ma could put a serious dent into prime-time figures.

The Wii no Ma Channel, which is scheduled to launch in Spring in Japan, will offer content tailored specifically to the Wii demographic including cartoons, brain-training quizzes, cookery, educational and other 'lifestyle' shows.

The service will provide content on-demand. Much of the programming will be funded by advertising, although paid-for content is also expected to be available.

The programming will comprise original material produced specifically for the Wii, with Japanese ad firm Dentsu in charge of arranging it.

There's still no word on when we'll see the service over here, but localisation issues make Europe a trickier proposition for the service than Nintendo's home country.