MocoNews is reporting that FremantleMedia has ditched the direct distribution deals it set up with wireless operators to deliver its programming on-demand to mobile users. Shows involved include "The Apprentice," "Pop Idol" and "X Factor."

Fremantle reportedly made the move for a darn good reason - it wasn't making any money, despite having tried both ad-funded and for-pay models. It's not giving up on mobile completely, though it will depend on third parties to make their own distribution agreements.