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Date or dump? Just text Fuse
December 5, 2005
Text messaging-based TV shows increase in popularity
The Record (Hackensack, N.J.)
The latest in European interactive television is invading American music video networks and concert halls. And it looks like this:
"Jenica B. in Rydal GA to Mykel R.: 'You're the best boyfriend I've ever had.'"
"Kylie B. in Peoria, AZ to Akira M: 'You suck eggs, and other unmentionable things.'"
"Kevin W. in P Town, NJ to Mom and Dad W: 'Hey Mom and Dad. Stop watching my show!!!'"
This fall, Fuse music video network launched three new programs centered on text messaging: Perfect Pair, Heavy Texting and Dumped. The shows, which debuted last month, doubled the station's lineup of text message programming.
"The whole phenomena of texting has really begun a new life in the past couple of years," said Robert Weiss, Fuse's head of entertainment and digital media.
"I knew when I found myself texting 24/7 ... that we had to jump on the bandwagon," Weiss continued. "If I'm the old fogey who is 40 and texting all the time, then clearly our young audience is doing it."
The new Fuse shows enable viewers to text two names to FuseM, or 38736. In the texting world the group of numbers is known as a "short code."
Using numerology, a prediction is generated about whether those names will get together, stay together, get dumped or do other things - depending on the show. (Heavy Texting, which airs at 2 a.m., is more risque.) Many of the predictions appear in the music videos as pop-ups.
The messages are filtered to exclude bad language and cost between 30 and 50 cents. Revenues are divided between the network and the telephone service provider.
Text messaging TV has been a craze in Europe for the past two years. But the Fuse network is one of the first U.S. stations to incorporate "txt" heavily into its programming. The network aired its first text messaging show, Dedicate Live, in June 2004.
Weiss believes more U.S. networks will soon add text messaging programs to entice more teen and twentysomething viewers.
"Any network that wants to attract a young audience will have to be doing this in a couple of months," Weiss said. "We are proud to lead the way."
It's not surprising that texting has hit the airwaves. Since the first text message was sent in 1992, texting has become the high-tech way to do everything from sending friends reminders to voting in polls, buying tickets and donating to charity.
In 2004, 26.2 billion text messages were sent worldwide, according to the Mobile Data Association, a non-profit global group that collects data on "Short Message Services."
The vast majority of text messages are sent in Europe and Asia. But that is changing as text messaging becomes more integrated into American entertainment.
"I probably would send a text message at a concert, probably to make fun of a friend or type a shout-out," said Christopher Egnatowitz, 22, of Ridgefield Park, N.J. "I do all that corny stuff."
Many of this year's biggest concerts featured text messaging. Massive screens were prominently displayed at the Live 8 shows held in July around the world.
Smaller screens have been featured on the U.S. tours for bands such as Green Day, Simple Plan, the Black Eyed Peas, Hoobastank, the Rolling Stones and Gwen Stefani.
Chicago-based Vibes Media - the major supplier of in-house text messaging for concert tours - had screens in about 500 music venues last year.
Vibes' CEO Alex Campbell said concertgoers have used the screens to propose to girlfriends, dump significant others and give shout-outs. They also use the screens to rile up the audience, telling them to scream if they love a particular band.
The messages can cost anywhere from 5 to 10 cents, the standard rate for most cell phone providers, to more than $2.99 (the cost to send a message at a Backstreet Boys concert). Higher prices are charged when the artist, venue or station is making a profit.
"When we first started (in 1998), back in the days when no one used text messaging, we were coming up with reasons why you would want to use a text message," Campbell said. "The biggest problem we have now is that people send too many messages."
