It’s like Mississippi’s own version of “American Idol” – voting on your favorite contestant with the winner to be announced live on television.

As of Tuesday, 1,008,805 votes had been cast via text message in the first Viewer’s Choice contest of the Miss Mississippi Pageant.

The contestant who receives the most votes will win a $2,500 scholarship from CellularSouth.

“We have been very pleased with how the contest has taken off,” said Shane Tuttle, CellularSouth area manager.

Voting on the 42 contestants started June 1 and ends at 9 p.m. Saturday during the pageant’s live telecast.

Voting is not limited, and Tuttle attributes the success to CellularSouth’s text massaging plan that allows customers to send and receive limitless messages for a flat rate. Otherwise, normal text-message rates apply.

“The pageant contestants have spread the word about the contest to their friends and families and we’ve promoted it to our customers as well, but we never guessed that the contest would generate the response it has received. We’re delighted,” Tuttle said.

If you’re not a CellularSouth customer, don’t worry. Tuttle said wireless phones will be set up in the lobby of the Vicksburg Convention Center to provide access for all who attend any of the four nights of the pageant.

David Blackledge, executive director of the Miss Mississippi Corporation, said the cell phone contest is bringing more awareness of the pageant around the state.

“The text-messaging voting is very popular right now because of the success of ‘American Idol.’ I think it’s a great idea for the pageant,” Blackledge said.

“American Idol” is a top-rated Fox television talent competion in which viewers nationwide have been able to select finalists and, eventually, winners.

Cellular South’s contest has no bearing on official judging of the pageant or any relationship to the winner or finalists in the pageant.

It’s just for fun, Tuttle said, but the scholarship winner will also receive a free cell phone and a free year of service.