Flytxt, the leading mobile technology provider, today announced that it has been chosen by BBC Magazines’ leading teen portfolio as its exclusive mobile partner across Top of the Pops Magazine, It’s HOT! and Dare. Having won the teen portfolio’s mobile business, Flytxt will take over existing activity and help to further the titles’ mobile strategy.

"With Flytxt’s expertise, there are plans to increase the level of editorial interactivity in ‘Top of the Pops Magazine’, ‘It’s HOT!’ and ‘Dare’ through news, votes, competitions and opportunities to influence editorial content. The developments will further encourage the portfolio’s young readers to feel even more connected with and valued by their favourite magazines.

Flytxt will provide BBC Magazines’ teen portfolio with the mobile technology to track all interactions and develop long-term relationships with mobile club members – a move which will provide a more in-depth reader-profile and enable the portfolio to develop more tailored mobile programmes in the future. Readers taking part in mobile activities will be invited to sign up to mobile clubs allowing the titles to establish an ongoing dialogue with readers.

Alfie Lewis, Publisher, BBC Magazines’ teen portfolio said: "We have a fantastic relationship with our readers, and we’re always looking at fresh ways to make it even stronger. Mobile is such an integral part of today’s teen lifestyle that it’s a natural way for us to make the magazine experience better than ever."

Dave Barker, Commercial Director, "Flytxt is delighted to begin working with BBC Magazines’ teen portfolio. There is tremendous potential for the titles to develop their brand using existing and new mobile technologies such as MMS, WAP and Java. We are delighted to be working with another leading media owner to develop and implement their mobile strategy."

Flytxt has implemented successful mobile models for other major media clients such as Emap and Chrysalis, which have been running their mobile activity with Flytxt for the past three years. Being among the first media companies to launch mobile interactivity with ‘Top of the Pops Magazine’, BBC Teen Magazine portfolio will be joining other great pioneers of the medium, on Flytxt’s client portfolio.