1. A method of voting via an interactive television system, the method comprising: identifying data embedded within video content sent to a set-top box device via an access network of an Internet Protocol Television (IPTV) system, the data indicating a voting event related to the video content; sending data related to a voting indicator to the set-top box device, wherein the voting indicator includes a selectable indicator of an option to cast a vote related to the video content; determining whether payment information is required in order to accept a vote related to the video content; sending data related to a voting interface to the set-top box device; and receiving a voting selection from the set-top box device.