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Text-messaging codes are being embedded into music videos shown in the US by video channel BET in an attempt to encourage viewers to order ringtone downloads of the song directly to their mobile phone.

Motricity, a mobile content and technology company, powers the service, which represents the first US integration of mobile messaging on air to sell ringtones - a practice already used in Europe. BET said that around 50% of the music videos it airs now contain a ten to 30 second pop-up prompting viewers to text a particular short code to receive the song's ringtone.

Motricity provides the content, secures the rights of use and manages billing - wireless operators receive a fraction of the cost and sales take place without the involvement of the carrier's portal. BET revealed that it is working with carriers in the US to introduce a BET Mobile application to the phones of its viewers, which would enable ringtones to be sold without the involvement of the TV.

Cingular, T-Mobile and Sprint subscribers can use the BET service straight away, while Alltel, Nextel and Verizon have to update their systems in order for the service to be supported. Polyphonic and master ringtones are available for USD1.99 and USD2.99 respectively, while mobile games and wallpapers are also available and artist-specific interactive fan clubs and full-song downloads are to be added.

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