Abstract: One or more techniques and/or systems are disclosed for interactive television. A desired contextual probability factor is identified for respective potential interactive content, such as stored in a database, based on information relating to a consumer context. Interactive contextual content is selectively activated to run concurrently with television programming running on a consumer display, where the activated contextual content is selected based on a desired consumer interest probability factor. When the consumer interacts with the contextual content a response is provided, comprising corresponding response information, which can be sent to a consumer device associated with interactive content.