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Tuesday, 23 January, 2001, 16:02 GMT
MTV discovers joy of text
Mobile phone
MTV hopes viewers will let their fingers do the talking
Mobile phone text messaging will decide which videos are shown on a new show on music channel MTV.

During the live show, Videoclash, viewers will be able to register which of two videos they want to see in the series, which starts on 5 February.

Producers say 10 acts will go head-to-head each day to reflect musical rivalries or battles to land the number one spot.

Viewers will also be encouraged to send in their opinions about the acts which feature on the show, which will scroll along the bottom of the screen.

MTV UK and Ireland director of programmes Murray Boland said: "MTV will effectively be handing over the airwaves to viewers for an hour each day.

"We will broadcast their music choices, and their opinions, without any influence from MTV or an MTV presenter.

"In fact, we won't even know which track we'll be playing next until 15 seconds before it goes on-air. Television really doesn't get more interactive than this."

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.

Over the past two years, text messaging has become a huge phenomenon, with over 800 million messages sent in the UK in October 2000 - 750 million more than in the same month a year earlier.

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