Texting the Television

[I] In the past, TV shows targeting young audiences relied on email addresses for interaction. [II] Today in Europe, emails are increasingly replaced by mobile phone numbers, allowing viewers to text shows directly. [III] Text messaging has even surpassed Internet usage, with significant numbers of teenagers in France, Britain, and Germany responding to programs via text, showing how texting has become a key way to engage with television. [IV]

This trend is largely driven by reality TV shows such as Big Brother, where audiences vote to influence outcomes through text messages. Texting is not limited to voting; news programs invite comments; game shows involve audiences in competitions; music shows send song requests, and broadcasters provide on-screen chatrooms. Texting transforms TV from a passive experience to an interactive one, with viewers keeping their phones close while watching.

Texting is also highly profitable. For example, British Big Brother received 5.4 million votes, generating over £1 million. In Germany, MTV’s Videoclash collects tens of thousands of texts per hour, and Belgian quiz shows attract hundreds of thousands of participants monthly. Mobile operators usually take 40–50% of revenue, while the rest is shared among broadcasters, producers, and technology providers. Some companies, like Endemol, are developing direct billing systems to bypass operators and retain more profits.

A key factor behind TV-texting’s success is the introduction of short, memorable codes. Initially controlled individually by providers, short codes have become increasingly universal, allowing viewers to use the same codes across networks. These codes are easier to remember on-screen and have made participation simpler, boosting engagement.

Operator cooperation is part of a broader trend. Earlier technologies like WAP failed because providers were unwilling to share revenue. Learning from this, companies such as Orange now offer transparent revenue-sharing models, encouraging the growth of mobile-based interactive services.

Television itself is evolving. Instead of one-way broadcasting, shows now include viewer reactions. Interactive TV using set-top boxes proved costly and limited, with low market penetration. Mobile phones, on the other hand, are widespread, cheaper to develop, and allow rapid deployment. Providers are even integrating texting functions into set-top boxes to combine old and new methods.

The success of TV texting highlights that audiences want more than passive viewing. Even simple, low-tech solutions can replace complex technologies while satisfying demand for interactivity. Viewers clearly enjoy participating rather than just watching, showing that interactive services are both popular and profitable, reshaping the television experience.