A new text messaging service for football clubs, TV companies and music organisations is being set up by an Oxfordshire information technology firm.

Interest in the service was sparked by the television show Big Brother 3, according to the people behind the new service, Branded Probe Messaging.

Northampton Town Football Club has bought the service so fans can vote for their man of the match on mobile phones via the SMS text messaging service.

Imhotek, an IT development firm based in Henley, will provide the service infrastructure for Probe Messaging, which is being launched by Galleon Holdings, based in Birmingham. The service is marketed by Galleon's wholly-owned, direct-marketing subsidiary, Probe Media.

Under the joint venture, each party has committed to investing equal resources into the services. All revenues will be collected by Probe Messaging, with Probe Media and Imhotek recouping their costs.

Negotiations are under way with several other football and other sporting clubs. It is not known whether Oxford United is among them.