MTV have enhanced this year's EMA's with a joint iTV/SMS based celebrity text chat service. The service is only available to viewers aged 16 plus and costs at least 50 pence per message sent - so a long chat conversation could end up being expensive!

Once registered on to the service with a nickname and their date of birth, viewers can send their messages to a guest chat host at the standard SMS rate (roughly 10-12 pence) however MTV then send a "message received" confirmation which is reverse billed at a whopping 50 pence!

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The messages (subject to moderation) are then displayed in the application window on screen. The viewer is able to toggle the size of the windoe so as not to interfere with the programming by using the up and down keys. Also by pressing BLUE the viewer can remove the application from the screen.