UVmapped images not updating when replaced (in 3D view)

Sorry but I wasn’t sure how to title this post so it’s not very obvious.

Is it possible when using a UV mapped image/movie in Blender to exchange it by simply loading another file and have it update in the 3D view?

I’ve been unable to do this. e.g. Imagine I have an image plane with a “movie” clip assigned to it (by UV mapping in order to show up in GLSL mode) and then I would like to simply swap this out for another file (and refreshing the source). Right now when I do this it doesn’t update in the viewfinder. When I render it’s there.

Any ideas? I’ve tried toggling modes object/edit, solid view vs textured etc. The only way that seems to work is by going into UV edit and selecting the image there.