Introduction

Mobile phones are increasingly being seen as the preferred return path for interactive television for a number of reasons. Not only do they support sending and receiving text, images, audio and video, but they provide a means of personally identifying the user, and an integrated billing mechanism.

Concept

To add an element of audience participation to a TV broadcast, the presenters give a call to action inviting viewers to take a picture of something interesting with their camera phone and send it in as an MMS, or take part in a competition by sending their answer in an SMS. 3G users can join the main broadcast or view alternate video content on their handset, and the inbound video call from the user can be incorporated into the programme allowing unprecedented levels of interactivity and entirely new formats.

Big Brother 6

Users view the latest action live from the Big Brother House on their 3G mobiles and record video messages for other callers.

Cosmetic Surgery Live

3G users watch a live operation taking place in Los Angeles. Video content recorded during the call or images sent in via MMS is shown on screen during the programme.

ITV Speed Sunday

In the first use of live inbound MMS on a UK terrestrial TV broadcast, viewers submit photos of their cars for comment by the presenters to enter prize draws.