Seeing potential in new revenue and audience engagement, program creators are finding gold in cell phone voting, according to a story in today’s Wall Street Journal.
Once TV programmers and leading cell phone providers agreed on a set of “consumer best practices,” the opportunities in having viewers phone in their votes grew, according to a story in the Wall Street Journal’s Marketplace section today.
The guidelines allow programmers to charge up to 99 cents per call, as long as the charges are made clear to viewers up front. Text messaging has also benefited from having all major cell phone carriers participating, so consumers no longer run the risk of being shut out of voting on a show.
Many traditional TV programmers see phone voting as a way of competing against new media, such as on-demand, iPods and digital video recorders, because viewers using those media can’t vote in live programming.
CBS maintains that the viewer involvement created by cell phone voting enhances viewer loyalty to a show. In addition, revenue flowing from text messaging to popular shows is becoming significant, the paper reported.