Systems and methods are provided for motivating a user to watch a television channel for a predetermined period of time and enabling access to a media asset related to a program provided on the channel. A tuner is tuned to a transmission channel and a program is received concurrently with a portion of a media asset. The viewing behavior is monitored to determine whether the user tunes to a different transmission channel before a predetermined time period elapses. When the user tunes to a different transmission channel before the predetermined time period elapses, access to the media asset is prevented. When the user stays tuned to the particular transmission channel for the predetermined time period, access to the media asset is enabled. The media asset may be transmitted to a portable user device, such as a mobile phone.