Leeds-based interactive company Poulternet has helped develop the technology for the show, which will be able to receive messages in an instantly broadcastable format from all mobile phone networks.

BBC: MTV discovers joy of text

As the cell phone companies have expanded their presence among youth markets, other businesses are discovering that the mobile format is a great way to reach kids, and that these young consumers are willing and able to spend serious money over the phone.

FORBES: An 'Incredible' Marketing Ploy