Popstars launches a wave of SMS overload

Aerodeon, a start up company behind a campaign for ITV promoting the network's Popstars programme, said these messages allow programmers and brands to reach key demographics for a low cost and a high response.

Chief Executive, Andrew Jones, said: "With Popstars it's firmly teen-based - the target is 16 to 18 year olds." Viewers can use their mobile phones to receive gossip and updates on the progress of contestants in the show that is pitting young performers against one another to form a pop group.

Jones said Aerodeon is talking with other major television networks about using this advertising for other youth programmes.

Sanjay Manandhar, an analyst from Rubus Now, said: "Advertisers need explicit permission from mobile phone owners to receive alerts, there are strict regulation issues."

However, he said the potential for this form of advertising is massive. Currently there are limitations on the amount of text that can actually be sent, but Manandhar said in the future the text messaging capabilities of mobile phones will be expanded to include receiving sound and graphics which will be ideal for advertisers.

In December mobile phone users in the UK sent 750 million paid for messages - more than one million an hour.