UTV Extends Million-2-1 Contract

Million-2-1, which provides interactive competitions, lotteries and SMS games, has announced that radio company UTV has renewed its contract with the company to deliver all mobile interactivity, including premium rate mobile services, games and competitions to its flagship talk radio show talkSPORT, plus its 17 regional radio stations.
Under the renewed two year contract, Million 2-1 will continue its full service role with UTV, powering the creation, delivery, billing and management of an array of mobile interactive services. Million-2-1 will continue to supply UTV with SMS voting, ‘Text the Studio’ facilities, quizzes, lotteries, games and competitions such as Million 2-1’s reverse auction game ‘How Low?’, and the SMS quiz-based gameshow, ‘Money on Your Mobile’.   
Million 2-1 will also work closely with UTV to develop more bespoke interactive services and games over the next two years to engage listeners with fresh game formats and new ways to interact with their favorite radio shows.
In addition, Million 2-1 will provide consultancy on the current and future regulatory arrangements that are overseen by Ofcom and Phone Pay Plus, ensuring that all UTV’s premium rate services are executed, both technologically and editorially,in full compliance with this framework.
“Mobile premium rate services, games and competitions are an exceptional fit with radio,” says UTV Commercial Director, Kevin Bird. “Both are highly personalised forms of communication with mobile now providing the perfect interactive bridge between the two media. Our experience of working with the Million 2-1 team over the last few years has added value for our listeners and has been commercially very rewarding. It follows that our decision to renew and extend the relationship with Million 2-1 makes absolute sense to the interactive and commercial objectives of UTV and talkSPORT.”