We observed that despite a wide variety of connected platforms, very few take advantage of the unique excitement of live content. The emotional intensity generated by a match, a live show, reality TV, or an exclusive interview represents an immediate and powerful lever for interaction. Our field experience quickly taught us what doesn’t work: trying to introduce interactivity into advertisements or emotionally weak content often fails. Thus, we directed our approach towards moments when viewers are already emotionally engaged, such as sport competitions or live events. We are currently preparing a proof of concept (POC) to demonstrate the measurable impact of our solution. Our initial discussions with industry players clearly indicate a desire to move beyond traditional personalization. Users expect experiences that allow them to react, influence, comment, and share in real time.