Posted: April 19, 2007

While the popularity of text-messaging has been widely recognized, many are still under the impression that it is a tool which should mainly be used to reach younger consumers. No one would dispute that the “Cellular Generation”, those aged 18-24, are more likely to use text messaging as a primary form of communication, but older generations have embraced SMS and MMS in significant ways as well. There is perhaps no greater example of this than the recent adoption of text-messaging projects by two television networks and programs with historically older audiences.

In January, viewers of Hannity & Colmes on the Fox News Channel were asked to text in their reactions to President Bush’s State of the Union address, marking the first time the network had experimented with the service. Nearly 90,000 viewers responded, and TVNewser reports it will likely become a regular feature on the program.

In late February, Larry King Live followed suit and introduced text message polling for the first time. While response figures aren’t readily available, the fact that the technique has continued to be used on the program points to its success.

Both the Fox News Channel and CNN, especially Larry King Live, are geared towards and watched by predominately older Americans. Their embrace of text messaging as a viable communication strategy represents the universal power of this technology across all age groups.

• Del.icio.us
• Digg
• Technorati