As temperatures continue to rise, the Israel Electric Company (IEC) said Wednesday that it plans to send out cellphone text messages and email blasts to alert customers of rolling brownouts.

"We're in the midst of a heat wave, and with low reserves, and any malfunction can cause a power blackout," IEC Central Dispatch Center Manager Dov Strolovitch, told Army radio on Wednesday.

On Tuesday, officials warned that "Due to the expected heat wave and air temperatures of 36 degree C and 50-60% humidity, the temperature will actually reach 46 degree for a couple of days."

"The IEC will be forced to halt electricity intermittently throughout the country and power outages will last for an hour," a company statement read.

However, "hospitals and emergency service providers obviously will not lose power," an IEC official in Jerusalem told the Ha' aretz daily.

The IEC has been running radio and television spots in heavy rotation asking Israelis to limit their use of electricity- guzzling appliances including ovens and hotplates, dish and clothes washers, and washing machines, and recommended turning air conditioners to 25 degree.