Patent ID: 7769363

Claim:
A method comprising: receiving, at a mobile communications device, multimedia content comprising metadata describing one or more interface elements, each interface elements including at least one of an offset range configured to define a beginning offset and an ending offset within the multimedia content, a contact type configured to define a type of contact associated with the interface element, a contact address configured to specify a parameter to establish a connection with the contact type, or a contact description configured to provide descriptive information associated with the interface element; playing the multimedia content on the mobile communications device; and during the playing of the multimedia content on the mobile communications device: displaying one or more prompts associated with the one or more interface elements concurrently with the multimedia content during the playing of the multimedia content between the beginning offset and the ending offset; and establishing a communications channel associated with at least one of the one or more interface elements responsive to actuating at least one of the one or more prompts.