CLIAMS:1. A media device (104) for providing information associated with a media content (102) displayable on the media device (104), the media device (104) comprising:
a processor (302);
a content providing module (310), coupled to the processor (302), to provide a media content (102) with at least one embedded content information (ECI) item (112) for displaying on a display (106) of the media device (104), wherein each of the at least one ECI item (112) comprises one or more search attributes based on which information relating to the media content (102) is retrievable from the Internet;
a user input module (312) coupled to the processor (302), to receive a selection of an ECI item (112), from amongst the at least one ECI item (112), from a user; and
an ECI communication module (314) coupled to the processor (302), to provide the selected ECI item (112) to an associated user device (116) and to initiate a web-browser of the associated user device (116) to search the Internet for information relating to the media content (102) based on the selected ECI item (112).

2. The media device (104) as claimed in claim 1, wherein the media content (102) is an advertisement and wherein the at least one ECI item (112) of the advertisement are categorized such that the least one ECI item (112) relate to a category of one of a product and a service the advertisement pertains to.

3. The media device (104) as claimed in claim 1 further comprising user preference determination module (316) coupled to the processor (302), to determine a user preference based on the selection of the ECI item (112), wherein the user preference is indicative of an interest of the user in the media content (102).

4. The media device (104) as claimed in claim 1, wherein the
ECI communication module (314) is to further communicate the selection of the ECI item (112) to a service provider, wherein the selection indicates a user preference to the service provider, and wherein the content providing module (310) is to receive, from the service provider, further media content (102) to be displayed on the display (106) of the media device (104), the further media content (102) being based on the user preference.

5. The media device (104) as claimed in claim 4 wherein the content providing module (310) is to further display the media content (102) on a default channel of the media device (104).

6. The media device (104) as claimed in any one of claim 3 and 4 wherein the ECI communication module (314) is to further automatically forward one or more ECI items (112) of a current media content (102) displayed on the display (106) to the associated user device (116) based on the user preference.

7. The media device (104) as claimed in claim 1, wherein the ECI communication module (314) is to further determine an availability of the associated user device (116) to accept the selected ECI item (112); and
store the selected ECI item (112) to provide the selected ECI item (112) to the associated user device (116) at a later instance upon determining the associated user device (116) to be unavailable.

8. A user device (116) comprising:
a processor (402);
an embedded content information (ECI) identification module (410), coupled to the processor (402), to receive an ECI item (112) from an associated media device (104), wherein the ECI item (112) comprises at least one search attribute based on which information relating to the media content (102) is retrievable from the Internet;
a web-browser module (412), coupled to the processor (402), to search the Internet for information relating to the media content (102) based on the at least one search attribute; and
content information module (414), coupled to the processor (402), to provide the information relating to the media content (102) wherein the information is filtered based on a location of the user device (116).

9. The user device (116) as claimed in claim 8, wherein the information relating to the media content (102) is stored in the user device (116).

10. The user device (116) as claimed in any one of claim 8 and 9 further comprising a location information module (416), coupled to the processor (402), to determine a location of the user device (116), and wherein the content information module (414) is to further generate an alert upon determination of a distance between a current location of the user device (116) and a location indicated in the information relating to the media content (102) to be less than a threshold distance.

11. The user device (116) as claimed in claim 8, wherein the media content (102) is an advertisement and wherein the ECI item (112) is indicative of a category of one of a product and a service the advertisement pertains to.

12. The user device (116) as claimed in claim 8, wherein the ECI identification module (410) is to request the media device 104 for pre-stored user selected ECI items (112) upon pairing with the media device 104.

13. A computer-readable medium having embodied thereon a computer program for executing a method for providing information associated with a media content (102) displayable on a media device (104), the method comprising:
providing media content (102) comprising at least one embedded content information (ECI) item (112), to display on a display (106) of the media device (104), wherein each of the at least one ECI item (112) comprises one or more search attributes based on which information relating to the media content (102) is retrievable from the Internet;
receiving a selection of an ECI item (112), from amongst the at least one ECI item (112), from a user; and
providing the selected ECI item (112) to an associated user device (116) for a web-browser of the user device (116) to search the Internet for information relating to the media content (102) based on the selected ECI item (112) and a current location of the user device (116).

14. The computer-readable medium as claimed in claim 13, wherein the media content (102) is an advertisement and wherein the at least one ECI item (112) of the advertisement are segmented such that the least one ECI item (112) relate to a category of one of a product and a service the advertisement pertains to.

15. The computer-readable medium as claimed in claim 13, wherein the method further comprises:
communicating the selection of the ECI item (112) to a service provider, wherein the selection indicates a user preference to the service provider; and
receiving, from the service provider, further media content (102) to be displayed on a default channel of the media device (104), wherein the further media content (102) is based on the user preference.
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