NS International has placed a short interactive commercial in the online Sky Radio broadcasting. Whoever listened to Sky Radio through the special Sky Radio Music player, saw an advertisement which lead to an action site after clicking. On air, a different commercial was played. NS International is the first to experiment with this new kind of advertising (em, Dutch). Radio also becomes interactive. Now in a special player, later in every spot we choose to listen to the radio. We will be able to (verbally) react to anything we hear, to get more information or to undertake action. By that time interrupting commercials will have disappeared, however we will fully start dialogues with brands. But only when we feel like it. This is a small step in that direction.