Cellular South is expanding its short-code services into the television realm by partnering with SinglePoint, both companies announced today.

Cellular South entered the short code field last year by partnering with a handful of traditional aggregators.  Now, its customers are immediately able to respond to codes presented in television shows and commercials.  SinglePoint has large customers such as CBS and Viacom.

Jeff Cook, the carrier’s product manager for messaging and multimedia, said his company is two-thirds toward its goal.  The remaining effort is to proactively inform customers of short-code options instead of waiting for customers to passively discover them, he explained.

That task may expand into various opt-in methods including social networking technologies such as Facebook or Twitter, he added.

Industry-wise, short-code technology is still evolving.  The messages have reliability problems, while some parties say multimedia messaging services are the best direction.