An apparatus, system and method of a digital video recorder. The apparatus, system and method include at least one memory device, a plurality of communication access points for receiving at least one program play, and an open application programming interface associated with the at least one memory device for programming a plurality of applications to operate on the at least one program play. Each of the plurality of applications correspondent to said open application programming interface manipulates metadata associated with ones of the programs plays. The metadata may relate to interactivity with detailed, non-topical aspects of the ones of the program plays.