An automated return channel is established utilising a viewer's own telephone service (14) and a television (13) in combination with a DVB receiver (10). Program instructions for implementing an interactive event are communicated to the DVB receiver (10) as part of a remote broadcast signal. The program instructions include identification of telephonic audio clips which are communicated to the speakers of the television (13). When an interactive event is selected by a viewer, the telephonic audio clip is sounded through the speakers of the television (13) and causes the viewer's telephone to establish a telephonic connection with the interactive event. The advantages of this method is that the viewer is only required to indicate their wish to participate in the interactive event using a conventional remote control unit (16) and the interactive events can be implemented involving individual channel suppliers: interactive events are not limited to the broadcast service supplier.