How Fox Networks pioneered Enpocket’s Live Direction and Synch-to-TV mobile services for reality TV series “Todd TV” | MMA Global

How Fox Networks pioneered Enpocket’s Live Direction and Synch-to-TV mobile services for reality TV series “Todd TV”

October 5, 2004

Brand: Todd TV

Company:  Enpocket


  • Strengthen viewers’ relationship with the program and Todd
  • Involve the public in the direction of the show
  • Keep viewers engaged even when they are away from Todd TV
  • Get immediate feedback from the audience

Todd TV, a reality TV show produced by Endemol USA for Fox TV’s FX Network’s took reality-TV to the next level by involving viewers in the direction of a show as never seen before.

By working with Enpocket, Todd TV allowed viewers to control the life of 30-year old Todd Santos, a self-described “beach bum” from Southern California, with the goal of helping him find his way in the world.

Two-way messaging ensured that the audience were engaged in the show 24/7 and there were advanced mobile features for T-Mobile, the show’s sponsor.

Two important innovations to interactive TV were introduced via by Todd TV.

The first was Live Direction, an instant audience interaction tool within the Enpocket Engine. T-Mobile subscribers were sent a question via SMS asking them to make immediate decisions that impacted Todd’s day-to-day life when they were away from the show.

For example, “Should Todd cut his hair, play volleyball or paint his apartment?” Within five minutes of sending the questions, the production crew received instant poll results, allowing Todd to proceed according to the wishes of the audience.

Enpocket’s second innovation, Synch-to-TV, allowed opted-in viewers to receive text messages from Todd synchronized to the show. For instance, Todd may have shared his private thoughts about meeting his mother for dinner as it was happening on the show.

  • The production team could communicate with viewers during and outside show hours and involve them in the direction of the show.
  • An inclusive medium: SMS allowed every mobile phone owner to have their say on what Todd should do next.
  • Never before had text messaging influenced the action of a television show in such an immediate, flexible way.

“Giving television viewers immediate control over Todd though their mobile phones not only changed the way television is watched, but it also transformed the viewers’ relationship with a program. Todd TV was an important step because it illustrated how advanced mobile technology can weave television and text together in a compelling way,” said Jonathon Linner, CEO of Enpocket.