SMS-TV Interactivity Boosts Loyalty

Stick around after this commercial SMS break... Textually notes a short blurb in the latest McKinsey Quarterly saying that while a variety of TV shows have been experimenting with SMS interactivity, most haven't been all that interested. They seem to think it's a gimmick, but McKinsey reports that the SMS part appears to increase viewer loyalty. This isn't a huge surprise, of course. Making the show more interactive gets people more involved with the show, which should make them more inclined to keep coming back. However, at some point, SMS-TV needs to go beyond just "vote for this" to the point that it really is "interactive" in some sense, rather than just a simple way to get people to contact the show.