In one embodiment, a method can include: (i) receiving a contact center interaction request via a device coupled to a display screen; (ii) accessing information about the device or a user of the device from a customer database of a content provider; and (iii) establishing an interaction path between the contact center and a viewer. The method can further include providing information to the user via the interaction path in response to a request by the user for the information. The device can be a set-top box (STB) or a cable card and the display screen can be a television, for example. Also, the content provider can be a cable or satellite television provider, for example.