1. A computer-implemented method for identifying an item in a video program including associated metadata, the method comprising: storing, in a database, a product/scene correspondence between product information identifying the item, and a scene depicted in the video program in which the product appears; copying the associated metadata to the database, wherein the metadata has been previously embedded in the video program and indicates a correspondence between each said scene depicted in the program and the location therein of the scene; identifying a specific scene of interest in the video program by reference to the metadata in the database; and identifying the item in the specific scene by correlating the metadata for the specific scene with the product information stored in the database, using the stored product/scene correspondence.