A method of interacting with an audience of multimedia content, comprising: at a server device having one or more processors and memory for storing programs to be executed by the one or more processors: receiving (S401, S601), from a client device, data associated with a piece of multimedia content presented via a channel from a group of channels to a user of the client device, the piece of multimedia content being from a plurality of pieces of multimedia content, the data being obtained at the client device in response to an interaction instruction provided to the client device by the user of the client device; determining (S401, S605) the channel from the group of channels via which the piece of multimedia content is presented; determining a time of interaction (S401, S605) within a time stream for the determined channel, wherein the channel is associated with the time stream of multimedia content presented via the channel; the time stream is divided into time durations, each of the time durations is associated with one piece of multimedia content; determining, based on the data, an identifier of the piece of multimedia content from a set of identifiers for the plurality of pieces of multimedia content that are presented via the group of channels, each identifier from the set of identifiers identifying at least one piece of multimedia content from the plurality of pieces of multimedia content; wherein the determining the identifier of the piece of multimedia content comprises: determining a time duration that includes the time of interaction from the time durations of the time stream; and determining an identifier associated with the time duration as the identifier of the piece of multimedia content; retrieving, based on the identifier of the piece of multimedia content, interactive content associated with the piece of multimedia content presented via the channel during the time duration, wherein the interactive content includes an interactive webpage associated with the piece of multimedia content; sending (S405, S607) the interactive content to the client device such that the client device presents the interactive content to the user of the client device; receiving signals of the multimedia content; periodically determining, based on the received signals, audio fingerprints of the multimedia content; and storing the audio fingerprints into a real-time audio fingerprint database such that an audio fingerprint associated with the multimedia content presented via each channel from the group of channels that is stored in the real-time audio fingerprint database is periodically updated so that audio fingerprints associated with multimedia content that is currently or most recently presented via the channel are stored in the database, while audio fingerprints associated with outdated multimedia content presented via the channel are removed from the database. receiving (S401, S601), from a client device, data associated with a piece of multimedia content presented via a channel from a group of channels to a user of the client device, the piece of multimedia content being from a plurality of pieces of multimedia content, the data being obtained at the client device in response to an interaction instruction provided to the client device by the user of the client device; determining (S401, S605) the channel from the group of channels via which the piece of multimedia content is presented; determining a time of interaction (S401, S605) within a time stream for the determined channel, wherein the channel is associated with the time stream of multimedia content presented via the channel; the time stream is divided into time durations, each of the time durations is associated with one piece of multimedia content; determining, based on the data, an identifier of the piece of multimedia content from a set of identifiers for the plurality of pieces of multimedia content that are presented via the group of channels, each identifier from the set of identifiers identifying at least one piece of multimedia content from the plurality of pieces of multimedia content; wherein the determining the identifier of the piece of multimedia content comprises: determining a time duration that includes the time of interaction from the time durations of the time stream; and determining an identifier associated with the time duration as the identifier of the piece of multimedia content; retrieving, based on the identifier of the piece of multimedia content, interactive content associated with the piece of multimedia content presented via the channel during the time duration, wherein the interactive content includes an interactive webpage associated with the piece of multimedia content; sending (S405, S607) the interactive content to the client device such that the client device presents the interactive content to the user of the client device; receiving signals of the multimedia content; periodically determining, based on the received signals, audio fingerprints of the multimedia content; and storing the audio fingerprints into a real-time audio fingerprint database such that an audio fingerprint associated with the multimedia content presented via each channel from the group of channels that is stored in the real-time audio fingerprint database is periodically updated so that audio fingerprints associated with multimedia content that is currently or most recently presented via the channel are stored in the database, while audio fingerprints associated with outdated multimedia content presented via the channel are removed from the database.