The WellCom platform enables the creation, delivery, and management of advanced personalized and interactive multimedia applications and services in a distributed home environment. End users obtain easy and seamless access to interactive and personalized television (TV) services as well as TV-related applications through their mobile terminals. The supporting devices and technologies include TV sets, mobile terminals for interaction with TV content and to deliver personalized services directly to the user; and near field communication (NFC)/Bluetooth technologies which combine with an “easy-pairing” mechanism for access to interactive programs and social applications. Individual interactivity opens up new possibilities for group experience of TV content. For example, users can themselves take part in a broadcast TV quiz or compete with friends. Personalization allows service providers to tap into new revenue streams such as targeted advertisements on mobile phones.