Methods, devices, and computer program products for providing instant messaging in conjunction with an audiovisual, video, or audio program are provided. The methods include providing an audiovisual, video, or audio program to a user. Viewer/listener input is received requesting activation of a program-based instant messaging function. A viewer/listener identifier corresponding to the viewer/listener is associated with a program identifier that uniquely identifies the audiovisual, video, or audio program being provided to the user to thereby generate a program viewer/listener record. The program viewer/listener record is transmitted to an electronic database. A list of other users who are viewing or listening to the program in addition to the viewer/listener is acquired from the electronic database. The list of other users is transmitted to the viewer/listener.

Soni said that the company wants to keep users engaged through localised stickers, deals and future products like games.