US TV viewers vote by SMS for the next Nashville Star

TV viewers will be able to vote for the next country music sensation on USA Networks show "Nashville Star". Each week, America will cast their vote by SMS to see who gets removed from the competition, and who becomes the next Nashville Star.

The interactive TV features are made possible thanks to wireless technology company Mobliss, who in 2002 teamed up with FOX-TV to launch the first major campaign with the smash hit "American Idol", and they later partnered with AT&T Wireless to provide cell phone users with the "AT&T Wireless Super Bowl Trivia Challenge".

But this is the first time, seven major wireless carriers have agreed to utilize a common short code across all of their networks, according to 160characters.org.

What are short codes? Essentially a direct response medium, they allow people send SMS messages simply by dialing a four, five, or six-digit number, rather than the 10-digit numbers used in person-to-person text-messaging.

They are easier to remember and easier to type than their longer counterparts. To put it simply, letting users send a short, easy code in response to a promotion makes it more likely that they will engage with the campaign. For more on short codes, cf Instant Messaging Planet.

emily | 9:30 AM | SMS, Television and Radio |
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