Among other things, while a primary video program is being presented through a primary communication channel on a video device, a remote sewer receives, through a secondary communication channel from a handheld wireless device that is within viewing distance of the video device, identification information that is generated automatically and sent in response to an action at the handheld wireless device of selecting the primary video program presented on the video device, the identification information not based on information received electronically from the video device, and interactivity material is delivered from the remote sewer through the secondary communication channel to the handheld wireless device, the interactivity material delivered from the remote server being matched with the primary video program based on the identification information, and being delivered for presentation on a display of the handheld wireless device, the secondary communication channel comprising a wireless local area network.