Abstract: An interactive content server associates interactive content with source media. A user requests the source media and an interactive content package is also provided to the user. This interactive content package provides information to enable the display of an interactive call within the source media, such as information relating to the content, location, time period, and effects for the interactive call. The interactive call is processed by a media wrapper, which interacts with a media program to control display of the interactive content within the media program. The interactive call is displayed within the source media, and when the user selects the interactive call, the interactive content is displayed to the user.