Abstract: A viewer's attention to televised advertisement (41, 43, 45) is encouraged by offering and providing the viewer (102) with a reward as an incentive to watch and/or interact with one or more commercial segments (41, 43, 45) of the broadcast. By providing such rewards to viewers, commercial advertisers on a broadcast are more reliably assured that the commercial segments are being viewed. The viewer may be rewarded the viewer (102) with the opportunity to watch an otherwise scrambled future broadcast at no charge. By transmitting an entitlement (EMM) message only during the commercial segments, a viewer (102) whose receiving device (e.g., set-top box) is tuned to the station broadcasting the commercial segment (41, 43, 45) will receive the EMM message required to descramble the future broadcast Further, the viewer may be required to participate or interact in some manner with the commercial segment to insure the viewer's presence.