25th July 2006 - T-Mobile Hungary and TV2, the Hungarian television network, have launched a new application that blends traditional TV advertising with wireless access protocol (WAP). Advertisers run normal 30-second commercials on TV2 and then simply add a phone number. Viewers then send an SMS to the number and receive a WAP address that they can visit for more detailed information like instruction manuals or information on promotions.

By combining WAP with traditional commercials, advertisers can release more content in a more targeted way and reach a higher number of consumers, while encouraging a new, more conscious consumer behavior. The application will be first introduced in Hungary in the T-Mobile Domino T-Minutes commercial, starting this week and builds on the fact that television will eventually be available anywhere, anytime.

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