The invention includes a method and apparatus for providing interactive services using unicast wireless networks and broadcast wireless networks. A method includes receiving content interaction information indicative of interactions by a user with content presented at a wireless user terminal, obtaining at least one service parameter, and providing a service using the content interaction information and the at least one service parameter, wherein the service is provided using one of the unicast wireless network or the broadcast wireless network. The content for which content interaction information is received is provided to the wireless user terminal using a broadcast wireless network and the content interaction information is received over a unicast wireless network. The service that is provided may include providing modified content over the broadcast wireless network, providing personalized content over the unicast wireless network, operating a proxy for a network-based service, and the like.