Technological pitfalls and disputes with mobile carriers have dampened the enthusiasm of TV broadcasters for programming that invites viewers to interact with it through text messages over their mobile phones. But some broadcasters have underestimated the strengths of SMS-TV, an effective direct-marketing tool that also boosts ratings. Well-executed SMS-TV interactivity significantly increases the viewers' loyalty to programs and can increase viewership by 20 percent for mass-market shows and by up to 100 percent for niche programs on pay channels.

The take-away Broadcasters must invest in technology and arrange effective partnerships with mobile carriers to achieve these impressive results. Those who hesitate will miss out not only on revenue but also on an important first lesson in what many believe is the future of television programming: interaction with viewers.