Apparatuses and methods are described for distributing associated data to media recipients that are experiencing a primary media event, such as a television or radio program, a movie or a live event. The associated data may be in the form of direct links that may be used by the media recipients to access supplemental information, such as a website accessible via the Internet, that is in some way associated with or related to the primary media event. Since the associated data leads the media recipients directly to the supplemental information, the media recipients do not need to search for the supplemental information on their own. In various embodiments, a direct link is transmitted wirelessly to a wireless communication device that uses the link to access the supplemental information. In some situations, the direct link is extracted or copied from the primary media data stream. Thus, associated data may be extracted from a one-way primary media data stream and used to interactively access supplemental information from a two-way information medium, such as the Internet or wireless communication networks.