Techniques are provided for integrating rich media into a scalable, multi-user, web-based calendar system having multiple interconnected web-based interfaces. Rich media refers to digital media that exhibit either, or a combination, of dynamic or interactive properties, including video content, audio content, graphical content, hyperlinks, or browser-based applications to such content, that are associated with a particular calendar event. Rich media events are created and stored in a central repository, and are accessible for adding to users' own calendar events. Rich media calendar events include display templates that define display characteristics for the rich media calendar event. Display templates also provide rich media applications for rendering and displaying the rich media content in the event. Delivery schedules are employed to automatically control the display of rich media calendar events.