Galaxy listeners get snap happy with Flytxt MMS Inbox  - Chrysalis Radio, one of the UK's leading radio groups and pioneer of the mobile medium today announced the launch of its first initiative with Multi-media messaging (MMS). This project marks an industry first as no other radio station has ever run an MMS campaign.

Galaxy will be the first UK radio station to launch MMS services and also the first client to utilise the in-bound MMS capabilities of Flytxt Direct. The first initiative kicks off this week when Galaxy DJs will encourage listeners to snap and send in photos of themselves and their friends doing weird and wonderful things. The funniest pictures will then be published on Galaxy's website for all listeners to see.

To implement this programme, Chrysalis Radio will be using a new product from Flytxt, its exclusive mobile provider. Flytxt Direct is an industry leading mobile campaign management platform, allowing media and content owners to view inbound MMS images in real time via an easy to use web-based interface with a direct connection to mobile operators. Flytxt Direct allows Galaxy DJs to view and moderate the content of the received messages and choose which images to download for publishing on their website.

Chrysalis began using mobile in their radio programmes in 2001 and recently signed up their 100,000th listener to its Galaxy and Heart mobile club! MMS will allow advertisers to interact with Chrysalis listeners in a much more media enriched way. Chrysalis is already in talks with a number of brands to allow them to sponsor inbound MMS competitions and tailor these competitions to their specific objectives.

A spokesperson for Chrysalis Radio commented "MMS allows us to take our existing mobile relationship with our loyal listeners to a new dimension. For the first time we can see what our listeners are doing whilst they are listening to Galaxy. The ability to use MMS to achieve richer communication with listeners is enormous, for both Chrysalis and our sponsors. In addition the inbound MMS messages from our listeners will provide great content for our website and help build an even closer community of Galaxy listeners."