<P>麦肯锡季报-McKinsey on Media & Entertainment<BR>April 2004</P>
<P>2007_McKinsey-Using_mobile_phones_to_boost_TV_ratings.pdf</P>
<P>Summary:  Article at a glance: 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 broadcasters could be underestimating the greatest strength of linking SMS to TV: SMS is an effective direct-marketing tool and can also increase ratings. SMS provides excellent indications of a show’s popularity or potential, even though conversion rates (from viewer to active SMS participant) vary widely by application and by the content of individual shows. Launching the SMS loop Adding SMS interactivity to TV programming presents broadcasters with technological and creative challenges. Transport technology Although SMS digital technology can manage more data than fixed lines can, SMS transport technology is still in its infancy.</P>
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