TNT (Turner Network Television) Sports and Txtstation announced today a partnership to launch a new viewing experience for NBA fans using their mobile phone for their coverage of TNT NBA Thursday.

TNT is the exclusive home of NBA Opening Night, the 2006 NBA All-Star Game and the 2006 Western Conference Finals.

Txtstation TV, Txtstation’s innovative marketing solution for interactive television, will be implemented by TNT (Turner Network Television, a division of Time Warner) during live in game sports broadcasts. 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 Txtstation experience engages viewers in real time and creates new standards in broadcasting where a sponsor can now integrate their brand within a game, while the broadcaster drives TV ratings," said Matt Coleman, Founder of Txtstation.

"The real time interactive experience allows the fan at home a unique opportunity to interact with the telecast like never before," said Lenny Daniels, Senior Vice President and Coordinating Director for TNT Sports. "This accomplishes our number one initiative with all of our sports programming, which is to bring the fans as close to the action as possible."

The Txtstation TV animated graphics collate and display the viewer’s votes instantly and allow programmable triggers based on actual responses, ensuring maximum participation while capturing the excitement only a live sports event can offer.

Txtstation also will collect valuable data such as demographic information, and also offer the viewers to opt into different campaigns. This is a great way to communicate with the viewers for up and coming broadcasts and market directly to fans, while offering special incentives to club members.