Despite the nominees being chosen by the BAFTA juries, the winner is chosen entirely by public votes via text, internet or phone. This award was sponsored by Orange UK until 2012 and has been sponsored by EE since 2013.
Although BAFTA juries select the nominees for this award, the victor is determined by public votes cast via mobile devices, online platforms, or telephone calls. The award was initially sponsored by Orange UK but transitioned to EE in 2013.