PTV service is offered by an ecosystem comprised of several players. First are the actual television networks, such as Fox and CBS, which run the programs. Next in the chain are the production companies, like Freemantle Media and Altima, which create the television programs. And then the technical aspect of running and managing the viewer participation is the job of an application provider such as Telescope.

Other players in the landscape are the mobile transaction networks, which connect all of the players together by sending the messages from the viewers to the networks. In addition, mobile transaction networks assist the mobile operators by also ensuring that their subscribers are billed via their existing monthly carrier statements and managing the financial settlement and clearing for the appropriate players in the value chain.

Next in the revenue stream are mobile operators, which include the big wireless service providers such as Verizon, AT&T and Sprint. And at the start of the chain is, of course, the consumer.