1. A method of interacting with on-screen content, comprising the steps of: obtaining content data associated with on-screen video content from a first mobile device, wherein the content data comprises at least one of (a) data extracted from the video content and (b) data converted from the video content; deriving a characteristic of the content data; recognizing at least a portion of the video content as including a target object by comparing the characteristic with characteristics of known target objects; obtaining an address related to the target object; and providing content information pertinent to the target object, via the address, to a second mobile device.