On fixed or mobile television (TV), interactive services embedded in multimedia are key technologies as they forge links among the media, telecom, and services worlds. In a context where content evolves rapidly, the challenge is to be able to propose value-added services on live programs in real time. In this paper, we propose a solution that automates the generation of interactive TV applications, providing TV viewers with additional content in context with the original TV program. The proposed architecture is based on plug-in multimedia analyzers which generate a contextual description of the media and on an interactive scene generator to dynamically create related interactive scenes. Principles, architecture, implementation, and experiments are described; they are based on an application case related to interactive services added to a session of a French parliament TV program like Les travaux de l'Assemblée Nationale on the French television channel La Chaine Parlementaire (LCP). © 2008 Alcatel-Lucent