18. A system for generating interactive television content, comprising: an interface to a media source; an interface to a database, the database having a list of reference items, wherein the reference items are external to the media source; and an application server in communication with the interface to the database and the interface to the media source, the application server for determining a plurality of first key words from a portion of the 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, for 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, for searching the database to identify a plurality of reference items related to the media source based upon the second plurality of keywords, for embedding the plurality of reference items into the media source, and for delivering the media source embedded with the plurality of reference items to a customer premises.
20. The system of claim 18 , wherein the application server is further for searching a reference item using the plurality of second keywords.