"In the first showcase of this kind, Ericsson is demonstrating how an existing interactive TV format can be fully aligned with mobile devices with multimedia capabilities. Viewers are able to interact with mobile TV shows, via voting or greeting (SMS-to-TV or MMS-to-TV), just by pushing a response key. Mobile TV viewers can also access such additional services as shopping via the mobile TV.
Apart from simultaneously watching and interacting with TV on a mobile device, the new solution also allows the device to be used as an interactive remote control when sitting in front of TV at home."
-- press release via MMM