Britain’s Got Talent voting app goes live


ITV and FremantleMedia have launched two new ways for viewers to vote for their favourite Britain’s Got Talent contestants via their mobile phone. Viewers will be able to vote via their iPhone, iPad and iPod Touch directly from the Britain’s Got Talent app, which has already received over 500,000 downloads across the series and seen peak traffic of up to 130k users per episode interacting via the ‘buzzer’.


Working in partnership with Mobile Interactive Group (MIG), a Velti company and, app developer, Tellybug, the in-app voting solution allows audiences to vote for their favourite contestant directly from their Apple device.

When the voting period opens in the live shows the app will display a voting button at the bottom right of the app replacing the buzzer which audiences have already been interacting with.

Users will then be able to purchase a bundle of three votes for £1.49, keeping the cost per vote to no more than 50p in line with traditional vote mechanics.

The new release of the BGT app will also include the chance for viewers to purchase access to live streaming from four exclusive backstage cameras which have been placed around the Britain’s Got Talent studio.

Users can purchase a series pass starting from £1.99 at the beginning of the live phase.

Also new for this series is the introduction of Mobile Short Dial Codes, which allow UK mobile users to dial a short seven digit number to vote from their mobiles for a guaranteed fixed price of 50p per vote, regardless of mobile network provider. Previously, when calling premium rate ‘09’ numbers from mobiles, calls cost considerably more than if calling from a BT landline with costs varying significantly from mobile network to network.

The introduction of Mobile Short Dial Codes means that viewers who vote from their UK mobile by this method will know what they are paying before they vote and will not have to wait until they receive their mobile bill. This solution was delivered in partnership with BT Agilemedia.

As for the other voting platforms on Britain's Got Talent, 15p from each vote via the app or via Mobile Short Dial Codes will go to the Royal Variety Charity, The Entertainment Artistes' Benevolent Fund.

Ann Cook, Director of Interactive ITV & Managing Director of ITL said, “We know that today's viewers like engaging and interacting with our biggest shows via new platforms and on many devices. Therefore it makes sense for us to explore introducing voting to the places where large numbers of viewers are already engaged. We’re really looking forward to seeing how audiences respond to both these two new voting platforms, alongside the existing landline platform, as Britain’s Got Talent moves into its exciting live final phase this weekend.”

Peter Cassidy, Head of FremantleMedia UK Interactive commented, “The apps around our shows are becoming more and more integrated with live broadcast so including in-app voting and live backstage cameras for the first time is a huge step towards delivering a truly second screen experience to fans of BGT. We're delighted to be working with ITV, MIG and Tellybug to make this happen."

Rob Weisz, VP of Sales, Mobile Interactive Group said, “MIG has worked with ITV over the past seven years offering strategic advice across a range of interactive mobile and digital services. The iPhone voting initiative represents ITV’s forward-thinking approach and awareness of how the industry is moving on from traditional SMS and Telephony. In addition, this is also a model that Fremantle could replicate internationally as MIG’s IP platform scales internationally and across multiple digital platforms.”

Jeremy Hallsworth, CEO of BT Agilemedia commented, “We’re delighted to be working with ITV to deliver a truly mass market solution that allows mobile users to vote on Britain’s Got Talent with a clear view of what they will be charged. With none of the latency sometimes associated with SMS voting and with the reassurance that callers will not be charged if they mistakenly call outside the voting window, Mobile Short Dial Codes represent a major step forward for both broadcasters and consumers in programme interaction from mobile phones.”


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