Commercial Radio Giant UTV Renews Contract With Million-2-1 For Mobile Interactivity
8th July 2008: Million-2-1, the UK's leading provider of interactive competitions, lotteries and SMS games, today announced that UTV has renewed its contract with them to deliver all mobile interactivity including premium rate mobile services, games and competitions to its flagship talk radio show talkSPORT plus its 17 regional radio stations.
Since Million 2-1's appointment in 2004, UTV have established themselves as interactivity pioneers during a period when premium rate services have experienced intense scrutiny from regulatory bodies.
Under the renewed two year contract, Million 2-1 will continue its full service role with UTV, powering the creation, delivery, billing and management of an array of mobile interactive services. Million-2-1 will continue to supply UTV with SMS voting, text the studio facilities, quizzes, lotteries, games and competitions such as the ongoing use of Million 2-1's reverse auction game How Low? and SMS quiz based gameshow, Money on Your Mobile.
UTV manages and controls its interactive services using Million-2-1's intuitive web-based management dashboard, which gives the company live reporting tools and analysis.
Million 2-1 will also work closely with UTV to develop more bespoke interactive services and games over the next two years to engage listeners with fresh game formats and new ways to interact with their favorite radio shows.
In addition, Million 2-1 will provide consultancy on the current and future regulatory arrangements that are overseen by Ofcom and Phone Pay Plus, ensuring that all UTV's premium rate services are executed – both technologically and editorially – in full compliance with this framework.
Scott Davies, director, Million 2-1 said: "Mobile interactivity has grown to form an essential function in radio programming as broadcasters look to create innovative ways for their listeners to engage with their radio shows and ultimately their brand. Mobile interactivity allows people to participate 'in radio' spontaneously wherever they are, by texting in an opinion, voting or entering a competition."
"UTV has an excellent understanding of this dynamic, in particular the opportunity to bolster its commercial operations through the use of premium rate mobile services."
Kevin Bird, Director of New Media, UTV Radio, said: "Mobile premium rate services, games and competitions are an exceptional fit with radio. Both are highly personalised forms of communication with mobile now providing the perfect interactive bridge between the two media.
"Our experience of working with the Million 2-1 team over the last few years has added value for our listeners. It follows that our decision to renew and extend the relationship with Million 2-1 makes absolute sense to the interactive and commercial objectives of UTV and talkSPORT."