Well, looks like Canaan funded Cellcast has competition: TV production company Endemol is set to introduce Call TV that uses text messaging and phone calls for revenue generation, reports Mint. They claim to have already tied up with two broadcasters; given the success of their Indian Idol show, and the amount of money that makes, I don’t think mobile operator tie-ups will be an issue (though revenue share and price of messages and calls will have to be negotiated). With Call TV, Endemol is looking to introduce quizzes, game shows and prize shows, using phone calls to generate revenue; among them a show called Kal, Aaj aur Kal. Already on air in India are channels like Play TV, as well as late night bidding shows from Cellcast.

SEE ALSO: 70 Million SMS’ And $5.25 Million For Indian Idol Final?

Cross media is going to be one of the big themes for 2008; at least, that’s what I think. Any estimates on how much money the news channels made from SMS’ and voting related to the controversial Sydney cricket test? In terms of TV advertising, ESPN-STAR appears to have benefited from the controversy.