Going beyond messages, SMS has made TV program sponsors smile all the way to bank. Not just television channels, various well-known companies have also shown inclination towards the medium to run their brand campaigns. This has enabled TV channels to generate revenue.

NDTV 24x7 launched a current affairs show You Decide. This show takes up topical issues and involves the viewer in the panel discussion by asking him to vote on the issue by sending an SMS. Yet another instance is Indian Idol music contest on Sony TV. This programme involved voting via SMS as well as through the internet. KBC-2 has also joined the bandwagon.