LONDON: The mobile phone is fast emerging as an important tool to measure the impact of television programming. A newmediaage report says that ITV is planning to dramatically boost its use of mobile and looking to add mobile interactivity across its traditional programming such as dramas and soap operas.

The report adds that ITV is also considering centralising the supply of mobile infrastructure on one preferred supplier. The company wants to move beyond the use of SMS voting for entertainment shows such as Pop Idol to find ways of increasing viewer interaction with more traditional shows such as soap operas like Coronation Street.

ITV Interactive head of mobile and telephony Jane Crossley was quoted as saying that they would add 'alerts', 'updates', and 'teasers'. Granada also plans to use mobile to build communities around popular programmes (dramas and soaps) because it would be easy to weave rich viewer relationships around output.

The company will also look to introduce mobile interactivity to the daytime schedule and has plans to run a week long trial in June.