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30th April 2012
- successful trial by The Voice opens new, price transparent voting channel for broadcasters
London 30 April 2012: Interactive Media industry trade association, The Association of Interactive Media and Entertainment (AIME) today announced that through its creation of an industry led working group and close cooperation with the regulator, Ofcom, a framework is now in place for the use of mobile Voice Short Codes in participation TV shows.
Provided by Harvest Media Group in partnership with BT Agilemedia, Voice Short Codes were successfully trialled as a new voting mechanic this weekend by the BBC flagship talent show, The Voice.
By offering a simple voice based engagement channel for callers wishing to use their mobile phone to interact, broadcasters are now able to provide their increasingly mobile orientated viewer demographic, an improved viewer participation experience.
Voice Short Codes are essentially a 5, 6 or 7 digit number, which can be dialled to enter a competition, vote or phone-in. Importantly, the cost of calling a Voice Short Code from a mobile phone is fixed and ensures price transparency, irrespective of which mobile network the caller is using. Where Voice Short Codes are promoted broadcasters will be able to drop the now familiar warning: “…calls from mobiles will cost considerably more” and state the actual call cost from a mobile phone.
AIME established a working group at the end of 2010, enabling its members to work collectively to put in place a framework for the introduction of Voice Short Codes, that focussed on the commercial, regulatory and technical requirements to ensure a safe, transparent and compliant interactive channel could be brought to market.
Edward Boddington, Chairman AIME said: “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..."
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AIME is the leading trade organisation representing the commercial interests of member companies in the interactive media and entertainment industry, where consumers interact and engage with services paid for through a variety of micropayment technologies.