A system, a device, and a method for transmitting and playing interactive videos are provided. The transmitting device includes a storing unit stored an interactive video and an interactive menu information, and a communicating unit transmitting the interactive video and the interactive menu information to a viewing end device. The interactive video includes one or more interactive segments. The frame of each interactive segment includes a plurality of interactive options. The interactive menu information includes a plurality of commands relative to the interactive options respectively. The viewing end device receives a control signal corresponding to one of color function keys of a remote controller, and executes the command associated with the interactive option on the frame of the interactive segment upon receiving the control signal.