The desire to communicate is at the centre of educational radio and interaction with the audience feeds this expression.

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In its recent post on crowdfunding, NetApp was thrilled with the resulting audience interaction.

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Millar said that he has encountered proposals for social media interaction with drama series, where an audience vote would determine plot twists and denouements, essentially turning television drama into a "Choose Your Own Adventure"-style experience.

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"There is such a huge audience now for that style of interaction (with turn-based strategy games), " Beach said.

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