CNN used it for polling during the recent gubernatorial debates in Florida and on the “Magic Wall” on election night; Fox News uses it to follow the mood of the U.S. during the president’s State of the Union addresses. Now Microsoft is launching its Bing Pulse real-time polling service as a free self-service beta that anyone can use to get feedback from their audience via phones and tablets during an event.

With 79 percent of people using a smartphone or tablet as a “second screen” while watching TV, and even at live events, to read email, play games, and post on social media, broadcasters and event organizers are looking for ways to keep attention on their content. Microsoft calls that “turning distraction into action.”

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