There is provided a method of enabling a consumer of a media content to communicate with a producer of the media content, comprising receiving an originating message concerning the media content from the consumer, assigning metadata to the originating message based on the media content or the content of the originating message, determining the producer based on the media content or the content of the originating message, forwarding the originating message through a message support network for distribution to the producer, retrieving a responsive message provided by the producer from among message updates stored on a message database, and associating the responsive message with one or more content subsets of the content according to the metadata assigned to the originating message. In one embodiment, media content and instructions comprising an interactive communication control application are stored on a computer readable medium.