UK TV show encourages cameraphone use

A WAY OF tapping into the growing subscriberbase owning cameraphones has been put together by British network operator, 02. The exercise attracted around 8,000 MMS (picture) messages per episode to the BBC1 Saturday nite show, Passport to Paradise with Johnny and Denise.

Although O2 provided the network, the facility was managed by MX Telecom but more intriguing was the part played by Cat and Mouse. This company's Sendto: Air MMS management system does the clever stuff. It provides producers with the tools to quickly find the best pictures, view and approve them, edit the text and stack them ready for transmission. The final output also used Cat and Mouse's Roar Graphics' real-time platform.

Mark Fitzgerald of MX Telecom, claimed: "This is the first time MMS has been used for a prime-time TV show and we're very pleased with the results." The MMS figures were collated by Celador, the programme's producer. µ