Television networks are increasingly turning to the mobile channel to drive audiences back to the TV screen for the debut of the fall season entertainment line-up.

Networks are launching official iPhone applications as well as mobile sites. Additionally, text alerts are being used to remind viewers their favorite shows are returning.

?We?ve got a number of products helping to promote and market,? said Randy Ahn, vice president of mobile products for sports and entertainment at CBS Interactive, Los Angeles.

?Our strongest offering is the video-on-demand services,? Mr. Ahn said. ?We have deals with all major carriers.?

CBS was established in 1928, as 16 independent radio became Columbia Broadcast System. Today, there are more than 200 CBS affiliates in the United States featuring programs like ?60 Minutes? and ?Two and a Half Men.?

CBS uses mobile video. Recaps, previews and behind-the-scenes videos see the most traction for CBS.

?We?re constantly pushing content to that channel,? he said.

CBS uses MobiTV and MediaFlo to allow users to take advantage of full-length episodes whenever and wherever they want.

?Your phone is arguably the most personal device you own,? said Paul Scanlan, president of MobiTV," Emeryville, CA. ?As better devices and better content continue to drive mobile TV growth, networks and advertisers have an opportunity to reach an ever-increasing audience in new and more personal ways."

Features like interactivity and immediate calls-to-action unique to mobile TV offer the consumer an enriched viewing experience.

?[The experience is] something networks can capitalize on, especially for big events like season premieres," he said. "In fact, earlier this year, Showtime debuted the season premieres for three of their most popular programs on MobiTV in advance of the television airing.?

CBS.com has a mobile site optimized for iPhones. Photo and video galleries get the most traction, particularly full-length videos.

CBS Mobile ran mobile-specific promotional spots on-air for its TV.com product which features full length episodes of shows, like CSI and NCIS. Another TV spot was specific to Big Brother.

Sending out an SMS
Users can sign up on CBS.com to receive alerts about CBS programming from How I Met Your Mother to CSI: Crime Scene Investigation.

In addition, SMS alert sign-ups exist on each of the show homepages on CBS.com.

"Subscribers receive a text message letting them know the name of the next episode, date, time and a link to the CBS.com mobile Web site, which offers additional video and photo content specific to the upcoming and previous episodes,? Mr. Ahn said.

CBS plans on pushing recap and preview videos alerts as its season progresses.

The network?s reality hit, Big Brother, uses mobile weekly. Viewers vote every week and have an impact on the show?s outcome.

Additionally, the network offers a $5.99 monthly text-alert program where Big Brother fans can get exclusive pictures and videos from the Big Brother house, breaking news and weekly diary alerts by texting FAN to 99888.

?Another Big Brother mobile campaign we recently did for this season was allow America to grant one player on Big Brother the Power of ?Coup D?Etat,?? Mr. Ahn said. ?With this power, the nominated player can replace one, both or none of the two other players nominated for eviction with two others. 

"Therefore America?s vote actually impacted the show and directly,? he said. 

Network connectivity
Mr. Ahn said mobile is an important part of network advertising because it extends the network?s reach.

?One of the most important things about mobile is brands like CSI or NCIS have a very, very broad audience and it?s extremely important to reach out for that broad audience that stretches age groups and demographics and [mobile gives] that availability,? Mr. Ahn said.

?Mobile has a huge growth area as a platform," he said. "It?s a one-to-one personal connection [with the consumer] and it?s great when you can make that connection and reach somebody on a personal level.?

CBS co-owns The CW with Warner Bros. The CW?s target audience is much younger than CBS?.

Recently, The CW detailed its plans for the mobile channel which include text-to-win contests and product integration, something CBS does not normally do (see story).

Mr. Ahn said mobile marketing is going to become more personal and interactive in the future. He cited new applications and said they are a new generation and provide more interactivity.

?[Mobile is] a great medium,? he said. ?Large percentages [of people] carry mobile devices with them. With mobile we can do things in real time and push alerts are very powerful. You may not even be thinking about CSI and then we can send an alert with something relevant to the show.

?Devices are always connected and more interactivity means they?re always engaging.?

Networks have realized the mobile platform is a powerful way to reach new and old viewers.

?It?s critical for networks to understand the mobile medium as unique, and focus on what differentiates mobile from other platforms ? like the fact that mobile devices are always connected, always with you, they are GPS capable, they can push messages, they are portable, and they have multiple communication and entertainment features,? he said.

?By focusing on these differentiators you can drive audiences anywhere, especially to the TV screen. ?