The viewersare the greatest beneficiary of what is called 'interactive television.' This is one place where the viewers drive the show -- be it Star Plus' <em>KBC</em>, Star One's Bluff Master or SaharaOne's <em>Dial One Aur Jeeto</em>. Viewers not only participate in these shows, but are also a medium of pulicising them. Recently, two Mumbai lads won bumper prizes by participating in shows on popular channels. SaharaOne organised the 'Kohinoor Dekho Kohinoor Parkho contest which invited viewers to go on a quest for the Kohinoor stone by enabling them to win grand prizes.