BET Finds Revenue In Ringtones

In the increasingly splintered world of media where advertising is everywhere, cross promotion remains one of the few methods left to catch a consumer off guard enough to actually get their attention. 

According to Billboard a smart "BET (Black Entertainment Television) has begun embedding text-messaging codes into its music videos, encouraging viewers to order a download of each song’s ringtone directly from their mobile phone…this is the first time a U.S. video channel has integrated mobile messaging on air to sell ringtones."

Many BET aired videos now "…contain a 10 to 30 second pop-up note that prompts viewers to ‘get this ringtone’ by sending a text message to the short code "BETTV." Each prompt features a different product code that must be included in the message to identify the desired ringtone."

"…ringtones are available for $1.99 and $2.99….(as are) wallpapers and mobile games…artist-specific interactive fan clubs will be added before the end of the year, with full-song downloads coming in first-quarter 2006…"

"…Among U.S. music-video channels, MTV promotes ringtones on air but directs viewers to its Web site to download them. Fuse, meanwhile, operates several interactive text-messaging services with its on-air programming, but they are limited to music requests, dedications and trivia games, not purchasing and downloading…" 

Record labels hungry for revenue and new promotional vehicles would be smart to support this practice. In fact why not keep more of the revenue by embedding their own text messaging codes on copies of videos sent to clubs, regional TV shows, internet sites and other video users?