In a changing media environment, television is being transformed by the adoption of prac-tices such as audience participation and interactivity. This article analyses the ways in which managers and producers in Finnish and Israeli public service and hybrid television companies perceive participation and interactivity. We suggest that while these concepts can be de-scribed by hybrid broadcasters using the technologically- and commercially-oriented concept of ‘social TV’, the term does not adequately address the perceptions of socially-oriented public service broadcasters (PSBs). Hence, we propose the society- and value-oriented concept of ‘soci(et)al TV’ in an effort to conceptualise the PSBs’ perceptions concerning the adoption of interactivity and participation practices while they seek to fulfil their social commitments and objectives. Our argument is based on a comparative study of two different broadcasting models (public service vs. hybrid) in two national media systems and cultures.