HGTV.com is making good use of the strengths of Internet and cell phones as it's empowering do-it-yourself customers to text message shopping lists to their cell phones based upon online videos they've watched.
So when they watch something on HGTV.com, they can make the decision to text message the list of materials used in the presentation 
to their phone so they'll have it available while looking for the components needed.
The online site has four projects currently available for text messaging: Semi Built-In Closet, Installing Laminate Flooring, Repairing a Banister, and Replacing a Closet Door Track. There will be a total of fifteen by the end of the year.
There hasn't been much that's come out of TV that's made any impression on me in the interactive area, but I like this. It seems to do everything right.
People aren't very interested in video on their cell phones, so the text messaging is the right delivery system. It connects people to the site; and the service is something that will help to reinforce the HGTV brand in the users mind. I think they've hit on something that will work here.
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