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PayPal has introduced a mobile payment system that appears rife with possibilities for marketers and media companies.

Indeed, Bravo TV is one of several partners in the entertainment sector already using the service to sell merchandise related to programming.

PayPal Mobile's "Text to Buy" commerce application allows people to purchase items, transfer money or make charitable donations with their phone by text-messaging product codes directly to the eBay-owned payments company. To use the feature, members must register their phone numbers with the service and choose a PIN number to secure their payments. They can then use a mobile handset to conduct transactions.

Marketers, for their part, can work with PayPal to imbue promotions and other direct-marketing campaigns with SMS-based payments, and several media-sector launch partners have already begun to do so. These include 20th Century Fox Home Entertainment, Bravo, MTV and the NBA Store. After a merchant receives a mobile payment, it can then ship purchased items to the buyer at the address PayPal has on file.

Bravo TV will use the "text to buy" feature to sell kitchen products emblazoned with the name of its new "Top Chef" reality TV series. Calls-to-action appear on the program's Web site, and on-air spots began during last week's show.

-"PayPal 'Text to Buy' primed for marketing" by Zachary Rodgers, ClickZ News, clickz.com, April 7
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