User interaction with radio and television programmes is not a new thing. However, with new cross-media production concepts such as X Factor and Voice, this is changing dramatically. The second-screen logic of these productions encourages viewers, along with TV’s traditional one-way communication mode, to communicate on interactive (dialogue-enabling) devices such as laptops, smartphones and tablets. Using the TV show Voice as our example, this article shows how the technological and situational set-up of the production invites viewers to engage in new ways of interaction and communication. More specifically, the article demonstrates how online comments posted on the day of Voice’s 2012 season finale can be grouped into four basic action types: (1) Invitation to consume content, (2) Request for participation, (3) Request for collaboration and (4) Online commenting. These action types express on the one hand the way in which Voice addresses its audience (i.e. through traditional one-way, one-to-many communication) and on the other hand the ways in which viewers respond by participating and collaborating (i.e, through two-way, one-to-one, one-to-many and many-to-many communication).