On July 13, when CBS debuts “Big Brother 10,” it will also debut “Big Brother: Live TV Challenge,” an interactive component to the show.

Big Brother splash

AirPlay, a company that’s been creating multi-player TV games since 2005, specializes in connecting mobile devices to U.S. television households (the company is backed by Qualcomm, Motorola, JK&B Capital, Onset Ventures and Redpoint Ventures).

“Big Brother: Live TV Challenge” allows users to use their mobile phone, or the Internet, to earn prizes and communicate with one another, while they’re watching the program. The premise rests on the well-established fact that teens and young people are two-screen viewers, always on the Internet and/or mobile phone while they watch television. AirPlay’s interactive game makes the most of this demographic’s natural tendency to social networking while TV watching.

In addition to social networking, viewers can compete against one another through predictions, “Pop Polls,” trivia and memory of past show events. This season’s prize to the top Big Brother interactive champion is eligibility to win a trip to the live season finale in Los Angeles.

To try out AirPlay’s Big Brother: Live TV Challenge, log onto CBS, AirPlay or text BB10 to PLAYTV. The game is available on AllTell, AT&T, Sprint and Verizon Wireless.