PARIS – When talent and producers are fully on board with interactivity, then TV programs can drive audience interaction rates with interactive TV from 1% to upwards of 12.5%, says Tom McDonnell, Commercial Director of British second-screen firm Monterosa in an exclusive interview with Beet.TV.

“When it gets to 100,000 to 150,000 concurrent users then advertisers get interested,” McDonnell says in this video interview with Beet.TV contributor Ashley Swartz. “We encourage broadcasters to experiment with different business models as a way of monetizing those numbers but only when audiences are that big.”

Monterosa works with game shows, reality shows, sports shows, news magazines and others. He adds that Monterosa is exploring what it calls a “freemium” model now for the show “Million Pound Drop”  that integrates a free play-along version as well as paid 24-7 version.

For more insight on how interactivity dovetails with TV shows, as well as what’s next in the second-screen business, check out this video interview.  Swartz interviewed McDonnell for Beet.TV at the UbiQ conference in Paris in June.

Daisy Whitney