Abstract: Apparatus for interactive broadcasting comprises: an in step device for determining predetermined times in a broadcast relevant to user interaction; a content insertion device for inserting interactivity content for sending over a network to users for interaction at the predetermined times; and an embedding unit for embedding timing control into the interactive content to ensure that the interactive content is displayed to the users at the predetermined times. The apparatus is useful for providing timely user interaction even via the cellular network. Further refinements include traffic spreading at the application layer, and the use of SMS to provide a user with the URL for initial logging on.