| When most people think about 900 numbers for | | | | But, clearly there's still a place for the |
| television, they usually think about those | | | | use of a 900 number in conjunction with a |
| ads with girls in hot tubs that have been | | | | television audience participation event. If |
| seen on American television since 1987. This | | | | the December ABC's Wide World of Sports is |
| is true despite the fact that AT&T and MCI | | | | any indication, television viewers still like |
| have not allowed adult entertainment on 900 | | | | the ease of participating via a 900 number. |
| numbers for many years. | | | | |
| | | | ABC's Marshall's Figure Skating Challenge |
| The fact is it was television that actually | | | | allowed viewers a chance to vote for the best |
| made 900 numbers a reality in the first | | | | male and female figure skater during the two |
| place. 900 numbers were first used on | | | | hour show. Viewers were permitted to vote |
| television when ABC wanted a way to gauge | | | | for free online or pay 75 cents to vote via a |
| public opinion of who won the 1980 | | | | 900 number or via text message. |
| presidential debate between President Jimmy | | | | |
| Carter and then Governor Ronald Reagan. | | | | Viewers cast over 105,000 votes during the |
| Viewers chose the Californian and both a new | | | | event. The free online version garnered the |
| presidency and a new technology were | | | | most votes, but only slightly ahead of the |
| launched. | | | | 900 number. Text messaging was a distant |
| | | | third. |
| Years later, those zanies from Saturday Night | | | | |
| Live got in the television 900 number act as | | | | "We were surprised the 900 number did so |
| well. Host Eddie Murphy polled the viewing | | | | well, quite frankly," said Brad Bierman, of |
| audience on whether to boil Larry the Lobster | | | | Advanced Telecom Services--the service bureau |
| or spare its life. The sympathetic viewers | | | | that handled the 900 number voting |
| chose to spare the crustacean, but Murphy | | | | application. "It shows television audiences |
| boiled Larry anyway. | | | | still like the convenience of participating |
| | | | by 900 numbers. The amazing thing is that |
| Today, interactive text messaging is the | | | | the 900 number got almost as many votes as |
| newest rage for polling television audiences. | | | | the free online voting did." |
| It's quick, easy, and the viewer doesn't | | | | |
| even have to get up from the couch to dial | | | | Clearly, the successful use of the 900 number |
| like in the 900 number days. Moreover, | | | | in the figure skating challenge emphasizes |
| text messaging can be either standard rate | | | | that 900 numbers still have a place in |
| (free to the television viewer) or premium | | | | television broadcasts. It makes one wonder |
| rate (where the viewer pays a fee to | | | | why television doesn't use 900 numbers more |
| participate). Hence, text messaging can be | | | | often. |
| become a new profit center for the television | | | | |
| station. | | | | Maybe it's those girls in hot tubs that still |
| | | | linger in the minds of television executives. |