A system and method are provided for displaying a uniform network resource locator embedded in a time-based medium. In one embodiment, the time-based medium can be a movie file having an uniform network resource locator embedded by association with a track in the movie file. In another embodiment, the time-based medium can be a video signal having encoded information defining an embedded uniform network resource locator. An output for display is generated based upon the time-based medium where display of the output shows the embedded uniform network resource locator to a user such that the embedded uniform network resource locator is active during display of the output. The user is then allowed to activate the embedded uniform network resource locator. In response to activation by the user, the embedded uniform network resource locator is followed to retrieve a resource addressed by the embedded uniform network resource locator.