An interactive media system for an IP Multimedia Subsystem (IMS) architecture includes a media resource function processor (MRFP) and a media resource function controller (MRFC). The MRFP includes media resources, such as automatic speech recognition (ASR) engines and text-to-speech (TTS) engines, and a voice browser. A caller places a call to a telephone number to reach an interactive media service, and the MRFC establishes a real-time packet media session between the media gateway and the MRFP. The voice browser queries a location server to determine the location of an interactive application associated with the called telephone number and then queries an application server corresponding to the location to obtain the interactive application as a voice extensible markup language (VXML) document. The browser interprets the VXML document and responsively invokes the media resources, via the MRFC, to provide the interactive media service to the caller.