Turner Network Television and Txtstation Ltd. are on the same basketball team.
The mobile marketing company will collaborate with the network on interactive elements for its TNT NBA Thursday National Basketball Association coverage, which will be available to fans with cellular phones.
“The collaboration covers a range of real-time concepts enabling an interactive viewing experience for fans and viewers through TXT/SMS voting each week,” the companies said in a release.
TNT is the exclusive home of NBA Opening Night, the 2006 NBA All-Star Game and the 2006 Western Conference Finals.
"The real-time interactive experience allows the fan at home a unique opportunity to interact with the telecast like never before,” TNT Sports senior vice president and coordinating director Lenny Daniels said in a prepared statement. “This accomplishes our No. 1 initiative with all of our sports programming, which is to bring the fans as close to the action as possible.”