NBC's "Jerry Springer Show" is bringing its television scandals to mobile phones, albeit with more innocent stuff first.

The broadcast network tapped CommerceTel, a provider of voice response and mobile content delivery services, to let fans of The Jerry Springer Show participate via mobile through ringtones, a Jerry Springer Mobile Fan Club or voicemail. Fans can also receive weekly text messages with Jerry Springer Show trivia.

"The CommerceTel platform is a platform that brings together many elements of a mobile ad campaign," said Greg Farrell, vice president of marketing at CommerceTel, San Diego. "For an end user like a Jerry fan, it is very difficult to navigate through all of the content out there. What we do is use an ultimate user interface -- the human voice."

Viewers of The Jerry Springer Show can typically expect to see accusations of infidelity hurled along with the choicest abuse that is bleeped out for legal purposes. Blows fly and clothes tear, but Mr. Springer -- a former mayor of Cincinnati -- lets the drama play out.

Going mobile just extends the audience for such televised scandal.

By calling in to 1-888-JERRYTV, viewers can interact with the show via their mobile phones and through the CommerceTel userface for a more better user experience.

"[Mobile] gives fans a very quick and easy way to interact with The Jerry Springer Show," said Jonathan Soleymani, director of digital strategy at NBC Universal Domestic Television Distribution, in a statement.

"The CommerceTel interface is extremely simple so that any viewer can use it instantly and we are especially pleased with the platform's flexibility that enables us to change content and messages quickly, something very useful in the unpredictable environment of The Jerry Springer Show," he said.

The system integrates voice response, text-to-speech and SMS technology. The viewer dials the toll-free number and listens to simple audio instructions such as touch 1 to download Jerry Springer ringtones, touch 2 to join The Jerry Springer Mobile Fan Club, touch 3 to sign up for weekly text messages from The Jerry Springer Show.

CommerceTel's CallFor platform is a mobile advertising and content delivery technology that lets consumers interact with campaigns or get content by dialing a standard 10-digit phone number.

"The industry is growing, but for users it is very difficult with short codes, keywords and trying to get onto WAP sites and clicking-through," Mr. Farrell said.

"Our platform brings all the different components together and for an entertainment company, the key is to have reporting so you can see how people are using everything and we give companies visibility of that," he said.