TV Short Codes Get a Voice

Saturday's episode of BBC talent show The Voice saw the successful trial of mobile shortcodes for participation TV shows. Provided by Harvest Media Group, in partnership with BT Agilemedia, the voice shortcodes provide a five, six, or seven-digit number which can be dialled to enter a competition, phone-in, or vate.

The new framework - which was set up as a result of co-operation between the Association of Interactive Media and Entertainment (AIME) and UK regulator Ofcom - ensures price transparency, as the cost of calling is fixed regardless of mobile network.

“This is a great example of how the different components of the participation TV supply chain have worked collectively, under AIME, to secure an innovative new channel of interaction which is bringing greater value to viewers of interactive services such as voting," says AIME chairman Edward Boddington.