In delivering an entertainment program over a communications network, e.g., a cable TV network, interactive application data for realizing interactive features in the entertainment program are interjected into the program stream carrying the entertainment program on an as needed basis. Because the entire channel bandwidth is temporarily dedicated for transmission of the interactive application data, whose amount is relatively small compared with that of the video and audio data of the programming content, the interactive application data when transmitted appears as a short "burst," causing a virtually unnoticeable interruption in the programming content delivery.