SMS TV is evolving. It started with TV channels offering teletext channel for online chatting via SMS - a hugely profitable operation in itself. It soon progressed to participation in contests via SMS. Now Multi-media messaging service (MMS) is a reality in most developed economies.

Meanwhile, the mobile phone handset has come to resemble a powerful hand-held computer with a colour display unit. With small hardware add-ons that help 'connect' the mobile phone screen to any TV set, downloadable "full-motion" games on your cell-phone but a step away.

What next?

Consider the huge networks being developed by cellular operators. And the massive volume of available content. Also the expanding, widely distributed 'retail' client base of cell-phone subscribers - with a structured billing/collection system firmly in place. Next, take into account the massive potential of targeted marketing to the client base of cell-phone subscribers.

Now, all that is needed to complete the picture is the resolution of some basic issues. (Some major issues are interoperability / co-operation between cellular services, premium billing rates, revenue-sharing between the players - cell operators,content providers & broadcasters).