Passage 4:

[A] In the past, television programs aimed at young viewers using email as the main form of interaction. [B] Today, in Europe, this has largely shifted to mobile phones, allowing viewers to text shows. [C] In fact, texting has become even more popular than Internet use among teenagers in countries like France, Britain, and Germany, making it a major tool for engaging with TV content. [D]

This shift is strongly influenced by reality shows such as Big Brother, where viewers vote via text to affect the results. Beyond voting, texting is used in many other ways: news programs collect audience opinions, game shows involve viewers in contests, music programs accept song requests, and broadcasters even offer live on-screen chats. As a result, television has become more interactive, with viewers actively participating instead of just watching.

Text messaging has also proven to be highly profitable. For instance, the British version of Big Brother received 5.4 million votes, earning over £1 million. Similarly, Germany’s MTV show Videoclash gets tens of thousands of texts per hour, while Belgian quiz shows attract large numbers of participants each month. Typically, mobile network operators take 40–50% of the revenue, with the remainder shared among broadcasters and other partners. Some companies, such as Endemol, are now working on direct billing systems to increase their share of profits.

One important reason for the success of TV texting is the use of short, easy-to-remember codes. These codes, which were once controlled separately by different providers, are now more standardized, making it simpler for viewers to participate across various networks. These codes are easier to remember on-screen and have made participation simpler, boosting engagement.

Cooperation among mobile operators has also played a key role. Earlier technologies like WAP failed partly because providers were unwilling to share profits. Learning from this, firms like Orange now offer clear and flexible revenue-sharing systems, helping interactive mobile services grow.

Television itself is also changing. Instead of being a one-way medium, it now includes audience interaction. Earlier attempts at interactive TV using set-top boxes were expensive and not widely adopted. In contrast, mobile phones are more accessible, cheaper to develop, and quicker to implement. Some providers are even combining texting features with set-top boxes to merge traditional and modern approaches.

Overall, the rise of TV texting shows that audiences prefer active participation over passive viewing. Even simple technologies can successfully replace more complex systems, meeting the demand for interaction. This trend demonstrates that interactive services are both popular and profitable, transforming the way people experience television.

Passage 4: [A] In the past, television programs aimed at young viewers using email as the ma...