1. A method in a media distribution system, comprising: presenting, by a media device, a media content event that shows multiple items without indications that any of the multiple items are available for purchase; at a time occurring during the presentation of the media content event, receiving an indication that a viewer of the media content event is interested in purchasing an item shown by the media content event, wherein receiving the indication comprises receiving a media content event identifier and an indication of the time occurring during the presentation of the media content event; identifying, based at least in part on the time, one or more of the multiple items, the identified one or more of the multiple items being shown by the media content event at about the time and including the item that the viewer is interested in purchasing, wherein identifying the one or more items comprises identifying the items without pausing presentation of the media content event, wherein identifying the one or more items includes searching an item information table to find an entry that associates an item with a program identifier, a begin time, and an end time, wherein the item is shown during the media content event starting at the being time and ending at the end time, wherein the program identifier matches the media content event identifier, and wherein the time occurring during the presentation of the media content event is within a dynamically adjusted time window of the being time and the end time, wherein the dynamically adjusted time window is made progressively larger until at least one item is found; and storing indications of the identified one or more items by storing an indication of the item found in the item information table.