The evening will include a 45minute documentary about the many ways in which text messaging touches people's lives and a live entertainment show with the audience competing in a text messaging quiz. Viewers will be encouraged to participate by sending in text messages to the programme. A text evening on this scale is a first for the UK and a large response is expected. MTV has also pioneered SMS response techniques - its Videoclash programme was the first live TV show whose content is determined entirely by viewers sending text messages. Viewers vote by text message for the video that they want to see played next on the show.
Viewers can also text their opinions or messages to the show which run live on across the TV screen.
With brands such MTV, Coca Cola, Budweiser and others harnessing the potential, it's clear that SMS still has vast opportunities for further growth. By December 2001, we expect that we will be seeing monthly global SMS volumes approach the 25 billion mark. And the Association's forecast of over 200 Billion messages in total for 2001 looks like being met early. Since the initial launch of text services, SMS has steadily grown before experiencing a huge increase during the last year. This pattern has been reflected around the world, as individual markets achieve mass penetration, fuelled by the popularity of GSM pre-paid subscriptions.