Participation television is defined as viewers interacting via mobile phone, land line or computer, often in real time, with a television program. Applications include basic voting, sweepstakes, viewer competitions and text-to-screen interactions where text messages are flashed on the screen during programs such as "MTV's Total Request Live" or this summer's broadcasts of the Live Earth concerts.

The reasons for this phenomenal growth are clear: consumers love it, it increases viewer loyalty and this loyalty positively affects advertising revenue. Additionally, PTV adds money to the bottom line of the production while further satisfying its consumer base. It costs very little for production companies to add the element of audience participation to their programs.

It's easy to see how viewers would feel compelled to tune in to a program where they are able to actively participate rather than passively observe. It can also be argued that voting via mobile phone makes for an even stronger connection between the viewer and the program because their influence plays a part in deciding the outcome. Furthermore, there is a level of comfort with the device that people are able to use to interact, as the mobile phone is often the most personal piece of technology they own.