American Idol—now in its seventh season and one of the highest rated shows in the history of television—appeared at the perfect time, he says. Years of surfing the Web and playing video games have taught younger viewers to expect more interaction with their entertainment media. (Researchers often shorthand the difference between computer use and television watching as "sit forward" vs. "lean back.") American Idol's voting via toll-free numbers and text messaging provides the television audience a previously unheard-of level of influence.