The show made its debut last Friday and will run for the next 12 weeks in the post-pub slot. It features new bands, celebrity interviews and stand-up acts and is fronted by two puppets.
Viewers are offered an SMS agony-aunt service whereby the presenters will dish out advice on air in response to queries from mobile users. Viewers can also text in to win prizes and can download mobile content such as ringtones and images of Dan and Dusty.
Mobile service provider Mobileway -- which recently merged with InphoMatch -- and interactive specialist Watertrace will manage the technical side of the mobile interactivity.
Bernadette Lyons, the managing director Mobileway UK, said: "By providing mobile services to a show that looks set to have all the qualities of a cult success, Watertrace and Mobileway are helping ITV create a truly interactive proposition for viewers."
Viewers can download ringtones and wallpaper from the accompanying the show.
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