Swedish mobile phone company, Ericsson, and the Norwegian Broadcasting Corporation (NRK) are conducting a six-week trial of interactive mobile TV. The trial is based on a downloadable client that allows consumers to interact with the youth-oriented music show, "Svisj" (an existing, SMS-based interactive TV format), while viewing the show on their mobiles: among other things, they can use their phones to vote on which music video is to be played next, and can also chat with one another or the show's host. "Our solution makes it possible for viewers to interact with a show that they are watching on their mobile device in a whole new way, creating a much richer TV experience with the help of the mobile channel," Kurt Sillen, VP of Ericsson Mobility World, said in a prepared statement. According to Ericsson, its new interactive mobile TV offering is an "end-to-end solution," based on existing technology.
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