The growth of consumer-TV program interaction via platforms like Twitter reenforces consumers’ demand for “two-way communication,” and advertisers are finally starting to embrace it, says Bob Lord, global CEO of Razorfish, a digital marketing industry.

Content and technology are coming together at the 2013 NewFronts in interesting ways, says Lord.

“You’re starting to see a lot of user-generated content come into play and a lot of programs that not only have you watching a program and content and consuming it but actually interacting with it,” he says.

Lord’s new book Converge, co-authored with Razorfish CTO Ray Velez, was released last month. Read the Financial Times review here.