NBC on Tuesday credited the addition of an interactive element to its game show Deal or No Deal with boosting the popularity -- and thereby the ratings -- of the show. In a statement, the network said that since its return in March, the show has generated over 30 million votes from people using text messaging software on personal computers and cell phones in the hope of winning cash prizes. "Interactive television is clearly resonating with our audience," Darren Feher, NBC's chief technology officer said in a statement. "It is a powerful tool, which not only brings value to the viewers, who are much more engaged in the programming, but also the advertisers who are seeking their attention." Other NBC executives indicated that affiliates have been calling for additional interactive programs.