The wireless industry continues to move closer to a universal short code service, with mobile marketing company M-Qube announcing a new TV voting deal with Universal Domestic Television.
Under the deal, the station will offer a text messaging campaign through its “The 5th Wheel” dating TV series, allowing users to register for various prizes by sending text messages to the short code WHEEL. M-Qube said Verizon Wireless, AT&T Wireless, Nextel Communications, T-Mobile and U.S. Cellular will participate in the short-code effort.
The nation’s carriers are currently working with the Cellular Telecommunications & Internet Association to launch a fully interoperable short code service. Under the deal, the nation’s carriers would all agree to use the same set of short codes, allowing TV stations and others to conduct marketing campaigns across every wireless network.
“With the growing importance of viewer participation, text messaging is a natural extension of our programming,” said Dan Weiss, executive vice president of worldwide marketing for Universal Television Distribution. “Wireless users are the ideal demographic for us, and we’re glad that it’s so easy for our viewers to interact with the show.”
