12. An apparatus for generating interactive television content, comprising: a processor; and a computer-readable medium storing a plurality of instructions which, when executed by the processor, cause the processor to perform operations, the operations comprising: determining a first plurality of keywords from a portion of a media source, wherein the first plurality of keywords is generated from a language analysis process on words collected from the portion of the media source; selecting a second plurality of keywords from the first plurality of keywords, wherein the selecting the second plurality of keywords comprises scoring each of the first plurality of keywords based on a type of collection process that determined each of the corresponding first plurality of keywords, wherein a first type of collection process is always scored higher than a second type of collection process, wherein the second plurality of keywords is determined based upon one or more of the first plurality of keywords that have a score above a threshold; searching a memory to identify a plurality of reference items related to the media source based upon the second plurality of keywords, wherein the plurality of reference items are external to the media source; embedding the plurality of reference items into the media source; and delivering the media source embedded with the plurality of reference items to a customer premises.
14. The apparatus for generating interactive television content of claim 12 , wherein the determining the first plurality of keywords comprises performing an on-screen text recognition.