The Mobile Marketing Association (MMA), which represents more than 400 companies across the mobile ecosystem, has announced the formation of the first industry-wide committee to focus on the growth of mobile participation in TV programmes. The MMA, which launched the first version of its interactive TV guidelines in June 2005, has appointed a committee, represented by all key industry sectors, that it says will enable US TV viewers to engage with their favourite shows in a consistent manner. The Participation TV (PTV) Committee includes TV broadcasters, producers, mobile operators, mobile gateway providers and application specialists. 
The MMA PTV Committee will continue to develop industry guidelines that protect the long-term viability of the industry, by setting standards across all key elements of the interactive TV supply chain. The guidelines will be integrated into the MMAs Consumer Best Practices Guidelines, and reinforce the MMAs commitment to the development of the mobile content industry. The Committee will be co-chaired by Telescope, Inc. and Granada USA. Committee membership is open to all active MMA members.
The formation of the Participation TV Interest Group occurs at a key juncture in the history of consumer-TV interaction, given the numerous and growing successes of reality, text-to-vote and Mobile TV programming across the industry, says Troy Sample, Telescope CEO and chairman of the MMA PTV Group. The MMA is taking the leadership reins in its development of common guidelines upon which the entire industry can build its campaigns. The MMA has helped galvanize the mobile marketing industry in a way that few self-governing industry organisations have done. The formation of the Participation TV Interest Group will help fuel the growth of what is already an exciting market sector.