A method for associating messages with media during playing thereof on a first device, the method comprising: time stamping a message with respect to a timeline of media thereby providing a media timeline specific time stamp; storing said message together with said media timeline specific time stamp; and presenting said message on a second device, different from said first device, during playing of said media on said first device at a time along said timeline specified by said media timeline specific time stamp, said presenting said message on a second device during playing of said media comprising sensing playing of said media and said timeline, said sensing playing of said media comprising: employing a microphone picking up ambient audio information during playing of said media by said user, said ambient audio information including audio content of said media; and analyzing said ambient audio information to provide output information of at least frequency and amplitude of at least some of said ambient audio information along said timeline, characterized in that said analyzing said ambient audio information includes: sampling said ambient audio information to provide a multiplicity of samples of said ambient audio information; and performing a transformation of said multiplicity of samples to provide an output of at least frequency and amplitude of said at least some of said ambient audio information along a content specific time line to provide a Content Specific Timeline Specific Audio Identifier. time stamping a message with respect to a timeline of media thereby providing a media timeline specific time stamp; storing said message together with said media timeline specific time stamp; and presenting said message on a second device, different from said first device, during playing of said media on said first device at a time along said timeline specified by said media timeline specific time stamp, said presenting said message on a second device during playing of said media comprising sensing playing of said media and said timeline, said sensing playing of said media comprising: employing a microphone picking up ambient audio information during playing of said media by said user, said ambient audio information including audio content of said media; and analyzing said ambient audio information to provide output information of at least frequency and amplitude of at least some of said ambient audio information along said timeline, employing a microphone picking up ambient audio information during playing of said media by said user, said ambient audio information including audio content of said media; and analyzing said ambient audio information to provide output information of at least frequency and amplitude of at least some of said ambient audio information along said timeline, characterized in that said analyzing said ambient audio information includes: sampling said ambient audio information to provide a multiplicity of samples of said ambient audio information; and performing a transformation of said multiplicity of samples to provide an output of at least frequency and amplitude of said at least some of said ambient audio information along a content specific time line to provide a Content Specific Timeline Specific Audio Identifier. sampling said ambient audio information to provide a multiplicity of samples of said ambient audio information; and performing a transformation of said multiplicity of samples to provide an output of at least frequency and amplitude of said at least some of said ambient audio information along a content specific time line to provide a Content Specific Timeline Specific Audio Identifier.