Timed to coincide with the second-round NBA playoff series between the Los Angeles Lakers and the Houston Rockets, MogoTXT Inc. has added content to its SMS alerts.

MogoTXT has launched a new service that allows NBA fans in the U.S. and in China to receive free English or Mandarin-translated text messages written by Jordan Farmar of the Los Angeles Lakers and by the editors and writers of Slam Magazine. MogoTXT also added Mandarin-language pages to its Web site at http://www.mogotxt.com that feature Mr. Farmar.

"Working with MogoTXT enables Slam to quickly and easily reach its target audience in China with SMS mobile alerts," said Andrew Won, CEO of MogoTXT, San Mateo, CA. "Slam is a magazine devoted to basketball, and MogoTXT provides Slam with instant access to the fastest growing basketball market in the world.

"Jordan is very popular and the cachet of playing for the Los Angeles Lakers is a big plus as well," he said.

MogoTXT also handles the translation of content into Mandarin for its partners.

"MogoTXT can provide immediate reach into China for just about any advertiser, and MogoTXT's ability to match ads to relevant content will increase as MogoTXT continues to add more sports and celebrity content," Mr. Won said.

"MogoTXT already has SMS connectivity to China, so there are no short code clearance and integration headaches," he said.

MogoTXT's core demographic is currently sports fans 16 to 45 in age. Brands will be able to target broader demographics as MogoTXT adds more varied content.

MogoTXT will soon add Mandarin-language pages to its Web site that feature Slam Magazine.

NBA fans in China can now read what Jordan Farmar of the Los Angeles Lakers writes about each playoff game against the Houston Rockets and compare Mr. Farmar's comments to what the Rockets' Shane Battier texts (see story).

NBA fans in China can also read what the editors and writers of Slam Magazine post about the NBA playoffs and about upcoming issues of Slam.

Since its launch in 1994, Slam Magazine has focused exclusively on the sport of basketball and has a circulation of more than 500,000 worldwide.

In addition to articles written by well-regarded professional writers, Slam Magazine also features diaries written by active basketball players.

Among the players that have written diaries for Slam Magazine in the recent past are LeBron James, Carmelo Anthony and MogoTXT's very own Eric Gordon of the L.A. Clippers.

U.S. fans can join any or all of MogoTXT's public texting groups for free by signing up at http://www.mogotxt.com or by texting keyword MOGO and their first and last names to short code 43526.

Chinese fans can also sign up at http://www.mogotxt.com or by texting keyword j jordan or j shane to short codee 1066 9588 1919 for messages in Mandarin from Jordan Farmar and/or Shane Battier, respectively.

MogoTXT will soon launch texting groups for other NBA stars, Major League Baseball players, soccer stars, NFL players and celebrities.

MogoTXT's TV ads in China have not started yet and will not start to run until about May 15th because of clearance requirements in China

"But even without any TV ads or much in the way of publicity in China, over 70 percent of our traffic now comes from China," Mr. Won said. "This seems to be happening by word of mouth, and it is very, very gratifying when people start to beat a path to your proverbial door.

"I give all of the credit for our success in China to Shane Battier of the Houston Rockets, who is one of the most recognized and popular NBA players in China," he said.

"It certainly does not hurt that the Houston Rockets beat the Portland Trailblazers in the first round of the NBA Playoffs, and currently hold a one game lead over the Los Angeles Lakers in the second round of the NBA Playoffs.

At press time, the Lakers-Rockets series is tied at one game apiece. Game 3 is tonight at 9:30 p.m. EST on ESPN.

"I wouldn't be at all surprised if all of China is watching the current Houston Rockets versus Los Angeles Lakers series," Mr. Won said. "I think this is the best that the Houston Rockets have played since Yao Ming joined the team."