mPulse, community on mobile for TV channels

I was chatting away with Greg from Buongiorno about the sorry state of the mobile advertising industry (well, in truth, there are a lot of exciting things happening) when Paul Smith, CEO of mPulse came by.

“What d’ya do,” I asked him?

“Mobile communities for TV,” he said, putting it nice and succinctly. He then went on to describe just how their service works. Essentially you’re sat watching MTV, right? You bring up the mobile community on your handset and you start chatting away — as you would perhaps do with your PC (but your PC isn’t always on your sofa) and mPulse know that you’re a) watching that show and b) interacting on your phone with their service. So when an advertisement for Pizza airs on television, the mPulse service pops up a local-based call-to-action ad on the mobile. Your experience isn’t massively interrupted — but you do get the opportunity to order pizza from your local supplier, right away. Nice. I could see myself using that…!

I need to take a closer look at this but I really like the concept. I’ll try and get some demo links and screenshots soon.