David Turchetti, CEO of 21 Communications, the agency that created the promotion, said the broadcaster was using SMS to find out more about its viewers. "They know the resulting database can be quite valuable from a marketing standpoint," he said.
He added that the broadcaster would not make much money from the use of SMS: "This is not a huge money-maker," Turchetti said.
No figures are currently available for how many people have taken part in the promotion, which will run for four months. The programme airs midday Saturday in major cities on China's eastern seaboard. Sponsors offering prizes for the promotion include Holiday Inn, Benetton and Quiksilver.
Anthony Tartaglia, director of mobile media at 21 Communications, said: "We are providing TV viewers with a direct medium to participate. The mobile phone has added a whole new dimension to broadcast media." China recently surpassed the US as the largest mobile market worldwide, with nearly 300 million subscribers.