Methods, systems, and apparatus, including computer software, for interactive digital media service is presented. A content provider streams secondary content, such as images, chat-room discussions, offers for sale, promotions, advertisements, contests, or surveys, along with primary media content, such as radio or television programs, to multiple consumer devices. The consumer can interact with the content provider by sending messages in real time, and the content provider can edit or modify the primary media content or secondary content based on the received messages. The consumer can also order commercial transactions, such as buy products offered for sale, download digital content, songs, ring-tones, and screensavers. An operator of the system can manage and control the primary and secondary content and modify them in real time according to the consumer interaction. The content provider can also build a consumer data base based on the consumers' communications. Various business models are described as well.