The Score is partnering with MyThum Interactive to launch txtTV, a mobile initiative that lets hardcore sports fans share rants, opinions, votes and predictions via text messaging.

Viewers can interact with the hosts via text messaging during shows such as Drive This (4-6 p.m. ET), and can customize a nickname to "solidify their status as recognizable on-air personalities," says The Score. The cable sportscaster also plans to incorporate user-generated pictures into its broadcasts, as well as content from webcams and MSN Messenger.

The Score VP of programming Richard Garner says using text messaging, "as another means for viewers to share their opinions makes perfect sense for our younger skewing audience."

From Media in Canada