The Hindu Business Line : BBC World, CNN take SMS route for promos

BBC World, in its marketing of the ongoing quiz show `University Challenge', used SMS along with radio and the Internet (Yahoo.com) as a medium for entries, and received more than 15,000 entries on SMS alone.

Now, CNN has entered into an alliance with Mobile2Win, to enable viewers an opportunity to participate in a promotion for `Your World Today' through SMS.

Aimed at driving additional viewership to the primetime programme, viewers across India can participate in the contest by text messaging `CNN' to 8558; players will then have to answer a question.

There will be new questions and winners every week.

"Through initiatives like this, we hope to create more interactivity between our viewers and the CNN brand, to educate them about CNN in a fun way, and to encourage them to keep tuning into CNN," Ms Grace Wong, Vice President - Corporate Communications & Marketing, Turner Broadcasting System, Asia Pacific Inc., was quoted as saying.

CNN.com's news Web sites support mobile services, including a PDA service on Avant Go and a breaking news SMS news alert service.

As for BBC World, the SMS component was essential to the 360-degree marketing approach - a first - for `University Challenge, and an ideal way to reach the younger demographic the programme is targeted at, a spokesperson said.

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