Integrating telephony applications and television broadcasts on a multimedia device

Systems and methods for integrating telephony and multimedia content include concurrently displaying a graphical user interface and a video channel of a media broadcast on a screen of a multimedia device. The graphical user interface has a graphical element by which an end-user of the multimedia device can select execution of an interactive application that invokes a telephony service. In response to a selection of the interactive application by the end-user, a message is sent to a networked resource requesting the telephony service. The requested telephony service can be to ignore, reject, or forward the incoming telephone call. Alternatively, the requested telephony service can be a click-to-call. Other interactive applications can request access to an address book, acquire presence information, or request an RSS (Really Simple Syndication) feed.