Singer Ed Sheeran will sing in the world's first interactive TV commercial. The 'Sing' hitmaker will perform a song from his new album 'X' on UK channel E4 after comedy 'The Big Bang Theory' airs, reported Contactmusic. Sheeran, 23, will ask viewers to pick which track he will play live at the end of the programme before the start of the sitcom. "For me, this is a really cool way to show songs from the album that fans will have never seen performed in this way before", Sheeran said. "Their involvement is really important to me", he added.
