MUMBAI: Research and Markets (R&M) has announced the publication of a report. SMS to MMS TV-Messaging - Services move far beyond SMS-voting. It provides a detailed analysis of the opportunities available in television messaging.
The European report has noted that free-to-air broadcasters are increasingly using messaging, typically to add interactivity to programming produced in-house, and to conduct mobile marketing campaigns. Some, like the Norwegian Broadcasting Corporation (NRK), have been using messaging for some time. NRK started deploying SMS capabilities in 1999. NRK offers a number of SMS subscription services, including news and sports alerts, and polls.
The report contains two case studies detailing NRK and FremantleMedia's usage of TV-messaging and their successes and failures. It studies how NRK became the first broadcaster to use mobile messaging on TV. It allows the reader to understand the challenges encountered by FremantleMedia upon introducing the US to SMS voting.
The report examines the reasons behind the desirability of TV messaging and the barriers to its wider spread amongst broadcasters. This report details the different roles of SMS voting, chat and communities and competitions in driving audience participation and analyse how operator revenue shares are affecting broadcasters. In addition analysis is provided of the reasons that make MMS a better proposition for broadcasters than SMS.
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