SMS Voting Continues To Generate Revenues

ITV’s Pop Stars: The Rivals is proving that there is still enthusiasm for reality-TV programmes, after a record number of SMS votes were cast during last Saturday’s show.

According to mobile phone operator O2, more than 200,000 votes were cast via premium rate text messaging during last week’s one-hour voting period. It is understood to have generated revenues of around £3.8 million for the show, which is nearing its final stages.

So far the series has generated 1.5 million votes and requests for text updates, and analysts are forecasting it will generate a net revenue of £7 million.

The figures suggest that reality-TV shows incorporating SMS voting can still provide huge revenues for commercial broadcasters. However, ITV has come under fire from consumer groups, which have argued that the cost of text messaging via premium-rate phone lines is too high, as it is predominately children who are voting.

Certain sections of the music industry have also been less than impressed with the format, which builds on the rating success of Popstars and Pop Idol (see Pop Idol Is A Hit For ITV). The BBC appears to have failed to successfully tap into the genre with its Fame Academy show, which has been dubbed Lame Academy by some sections of the press (see BBC’s Fame Academy Suffers From Pop Stars Fatigue).

However, it remains to be seen if ITV can maintain the level of interest and number of votes for Pop Stars: The Rivals, in the face of competition from Celebrity Big Brother, which launched yesterday (see Channel 4 Launches Celebrity Big Brother Campaign).

ITV: 020 7843 8000 www.itv.com

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