Methods, systems, and apparatus, including computer programs encoded on a computer storage medium, for enabling viewers to participate in a television program. In one aspect, a method includes transmitting a linear television program that includes a request for viewer responses to be submitted using a user device and receiving, through a communication network, an electronic message including a viewer response to the request from a user. Consideration is received from the user, and the consideration is associated with the viewer response. Credits are allocated to the user in response to receiving the viewer response and consideration. A record of the one or more credits is stored in association with an identifier of the user, and in response to a request from the user, credits associated with the identifier of the user are redeemed in exchange for virtual goods or services associated with delivery of content over a network.