Mechanisms are provided for collecting user response information corresponding to a request transmitted as a part of unidirectional media broadcast. Mobile devices used to display media broadcast containing the request, such a survey, are also configured to send information using other communication networks, such as cellular networks. Mobile devices collect users' responses to the request and send information corresponding to these responses to a response processing server. The response processing server in turn processes the information, generate a report, and transmit this report to the broadcasting service. These reports may be used for a variety of purposes. In one example, reports are used to update broadcasted content such that mobile device user can view results of their responses as a part of the updated broadcast.