RDF's commercial and digital division, RDF Contact, has created Unlimited to provide news updates, videos and images from the celebrity and music world.
Although not an official joint venture with Facebook, Unlimited (www.facebook.com/unlimited) will interact with users to supply a constant stream of entertainment updates and user-generated content to supplement a regular Friday video round-up show.
O2 has signed as the first advertiser to back Unlimited, which launches today (Thursday) in a deal negotiated by its agency ZenithOptimedia. O2 will promote its new SIM products through the partnership. RDF is also looking to get other brands on board.
Charlie Leahy, the executive producer at RDF Contact, said: "We're providing an open shop for agencies and brands that want to reach Facebook users in a dynamic, exciting and editorially interesting way."
RDF is the company behind TV hits including Wife Swap and The Secret Millionaire.