MTV UK, another step towards interactivity

New Media Age reports MTV Networks UK & Ireland is about to launch an interactive service that will allow viewers to interact with the program MTV Hits using their mobile phone. With an SMS music fans will be able to text their questions to Mr Know It All, who will answer to best ones live during the show.
The idea behind this initiative is to put viewers in “collective control” of MTV’s content, a move which appears perfectly in line with the brand image MTV always worked on.