Abstract: A vehicle entertainment control system having back-channel capabilities to provide an interactive feature for capturing, collecting, and storing passenger response data. In one embodiment, the system includes a system control unit for controlling the devices in the system. The system also includes a back-channel server unit that provides the interactive content to the passengers over the system, capturing and collecting passenger response data via the back-channel. The interactive feature includes display units located throughout a cabin of a vehicle for displaying questions, and a control unit at the passengers' seats. The questions displayed on the display units and the passenger response data are synchronized, and the passenger response data is collected by the server unit. The back-channel is a bi-directional bus that allows passengers to provide passenger response data using the control unit. The back-channel also allows passengers to select and control audio channels and adjust the volume.