A system for providing communications between a remote control and an advertising source is provided. The system includes a television system configured to receive content and to provide a content indicator representing received content. A remote control is also included in the system, the remote control having a local communications unit and a remote communications unit. The local communications unit is configured to communicate with the television system so as to receive from the television system the content indicator. The remote communications unit is configured to send a content indication signal to an advertising source in a manner independent of the television system, the content indication signal being related to the content indicator. The system is further configured to receive advertising from the advertising source based on the content indication signal and to output the advertising at the remote control. Also provided are corresponding apparatuses, methods, and computer program products.