A system for integrated consumer interaction via media broadcast utilizing automated callback handling during media playback, comprising an immediate communication system that communicates with a media provider and a communications system, wherein the consumer submits a request to a content provider for interaction that is then handled by the immediate communication to establish an interaction with a communication system, and a method for providing integrated consumer interaction. Additionally, the components of the system can be configured to support automated callback handling during media content playback for incoming requests such as incoming calls, texts, and emails.