UK broadcaster Channel 4 is set to clean up from the SMS voting system used on Big Brother.
According to research by Baskerville's Mobile Internet newsletter, viewers have already spent £850,000 on text message voting.
Channel 4 introduced SMS voting on the programme for the first time this year, and it now accounts for nearly 30 per cent of all votes, according to Mobile Internet.
Of the total 10.84 million votes cast in the first six weeks of broadcasts, SMS has already accounted for 2.63 million of the total.
SMS voting had a similar success when it was introduced on the Norwegian version of the show, accounting for more than 50 per cent of the votes.
A Baskerville spokesman predicted that premium SMS revenues would increase rapidly this year.
"UK mobile subscribers each sent an average of 21.4 SMS messages per month in 2001, and we forecast this rising to 27.5 messages each month this year," he said.
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