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The range of "Jukebox" applications include SMS and MMS
chat and poll services that will incorporate content from Hunan
TV. A three-hour program format will encourage its audience to interact
with each other via SMS, with the messages being screened live during
the show.
"Mobile phone to TV screen interaction provides new opportunities
to generate revenues and relationships with audiences, and is a
great use of non-prime airtime for broadcasters. We see many opportunities
for broadcasters to generate one-to-one dialogue with their audiences
via the provision of compelling content and interactive TV program
formats and services," said Mobile Media executive vice president
and Asia Pacific general manager David J Wong.
According to studies by McKinsey & Company, one of the world's
leading management consulting firms, adding SMS interactivity within
certain TV programs not only strengthens viewer loyalty but also
boosts the ratings of popular free-to-air programs.
"We have seen first hand the possibilities of Mobile Media's
interactive TV platform. We are excited by the possibilities of
enabling our viewers to interact and participate with our programs,"
said Hunan Movie and Entertainment Channel CEO Mr Mu.
Commenting on the importance of the China market to Mobile Media,
Mobile Media CEO Karsten Hauge said, "In China, there are over
300 million mobile phone users and close to nine million new handsets
coming into the market per month. This project represents a critical
stage in the development of our business in China and we are pleased
to partner with a leading TV station such as Hunan Television."
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