Abstract: In one embodiment, the apparatus for embedding links includes a reproducing unit configured to receive a data stream and display at least one object of the data stream on a display screen of a device. The apparatus further includes a processing unit configured to activate a link associated with a displayed object based on linking information. The linking information includes activation information and destination information. The activation information indicates a period of time when the link is activated. The destination information includes at least one of address information that points to additional information on a remote server and launch information that specifies an application to be launched on the device. The processing unit is configured to display the additional information on the display screen or launch the application upon user selection of the activated link.