Embodiments of the present invention disclose a method, an apparatus, and a system for implementing an interactive near video on demand (NVOD) channel. The present invention relates to the field of NVOD channels and can implement an interactive NVOD channel at a low operation cost. The method includes: sending NVOD program metadata to a user equipment; receiving a request for playing an NVOD program, where the playing request is sent by the user equipment and includes the NVOD program that a user selects from the NVOD program metadata through the user equipment; determining, according to the playing request, a next NVOD program to be played, and sending a media stream of the determined NVOD program in multicast/broadcast mode. The present invention is mainly applied to NVOD channels and may be applied to IMS-based IPTV systems.