The Oxygen cable network is using mobile mediums such as SMS and WAP presence to support all of its original programming.

The network offers mobile polling via SMS three nights a week and during "America's Next Top Model Obsessed" on the weekend. Along with its involvement in SMS, Oxygen launched a wildly successful WAP site and released an iPhone app called the hormoneOscope.

The network doesn't just receive messages. Oxygen sends out text messages about spoiler alerts, tune-in reminders and sneak peeks to keep its young, mostly female audience informed and engaged.

Oxygen's WAP site, which saw a 431 percent growth from June 2008 to June 2009, offers video from network episodes and the hottest trend of the week.

Leaving a footprint in SMS and mobile Web wasn't enough for Oxygen, though. The network also launched the hormonOscope application where users are given a hormoneOscope every few days, cluing users in on what moods to expect based on menstrual cycles.

Mobile Marketer editorial assistant Jordan Crook spoke with Jennifer Kavanagh, vice president of digital and new media at Oxygen Media LLC, New York. Here is what she had to say:

How does mobile fit into your overall marketing strategy?
Mobile is key to our "Oxygen Everywhere" strategy and very much a part of the brand's DNA. We take a multiplatform approach to content development to meet the demands of our young, female viewers.

Oxygen's core audience of young trenders, spenders and recommenders are obsessed with their wireless device and loves to engage with Oxygen shows while watching. We want to be relevant to our audience, so mobile initiatives are a natural fit for our brand.

Could you give me an overview of the mobile programs you do (SMS, WAP sites and etcetera)?
We offer mobile polling three nights a week in all of our original programming and also during our "America's Next Top Model Obsessed" experience.

Fans get to weigh in with their mobile device and see the results in real time on their TV. In addition to polling and voting, we use mobile as a platform to communicate important show information to our audience either through fan groups or on Twitter.

Because they are on-the-go but never without their BlackBerry, Sidekick or iPhone, we make sure our target audince can get what they need on our WAP site.

There, fans can watch video from their favorite Oxygen show or check out what hot item or trend we're "Obsessed" with this week.

We know its working because from June 08 (when we launched our mobile initiatives) to June 09 WAP page views have grown 431 percent. Unique visitors during this time period are up 146 percent.

We also entertain our audience beyond just our shows.

Oxygen is a multiplatform lifestyle brand. We are constantly developing digital and mobile assets to entertain our audience.

We recently launched Oxygen's hormoneOscope which exists as both an iPhone app and a Web widget. Users get a hormoneOscope every few days from an Ovulette telling them about the mood they're in based on where they are in their menstrual cycle.

Depending on the day, they might be feeling cheeky, flirty or have a case of yoga head. Their hormoneOscopes can also be pushed out as their Facebook status or a tweet.

The application can be sold either through its banner inventory or via sponsorship. We've had great interest so far from female focused brands.

We also buy media on mobile platforms, understanding that this is an important and effective way of reaching young women and communicating about our programs.

Why is mobile a good platform for the entertainment industry?
It's genius because it gives networks an untethered way of connecting to their audience. It goes beyond just a platform for texting fans and into a viable realm to sample and further engage them around the shows they love with video and photos. Brands must be relevant to their audience. For a younger demographic, mobile is expected. It's why we developed our "Oxygen Everywhere" strategy. We "get" them.

How does mobile match your target audience?
Our audience of young females that are 18-34 are addicted to their mobile devices.

They want to be constantly connected to the things that are important to them. Those things include their friends, social networks and favorite entertainment destinations.

They have a need to get what they want, when they want, where they want. For us it's easy, we live it, breathe it and are just as obsessed as they are about our favorite things.

Why is SMS such a foundational part of your mobile initiative? What makes SMS successful?
It's the universal aspect of the platform. It's the simple, yet key means of communication. SMS is a way to communicate information in a way our audience embraces without being intrusive, wordy or overwhelming.

SMS is also a service to them. We remind them when their favorite Oxygen shows are on and when to check out just-posted content before anyone else. Easy plus exclusive equals success.

Where do you see mobile taking us in the future?
I think there is limitless potential as the platform matures and adoption rates for smartphones continue to grow.

I think the advance in search capabilities is really exciting but I'm most interested in geo-focused initiatives. Both in how GPS is potentially more broadly adopted to track friends and family and in how it can help marketers get really targeted with their messages.