Participation TV – Used interchangeably, (particularly in the UK) with certain types of Interactive TV.  It's often associated with game shows as participants can interact with the show members and/or eachother. Participation TV is comparatively simple to create and cost-effective. It also can generate serious revenue, particularly when viewers make premium rate phone calls.
skyinteractive.com/sky/search/results.aspx?q=participation

ITV Play is a Participation TV Channel by ITV.

Participation - http://informitv.com/glossary/participation