Patent ID: 8745659

Claim:
A method implemented at least in part by a computing device, the method comprising: generating a default multicast data stream comprising default media content corresponding to first and second segments of a media program; generating an alternate content multicast data stream comprising alternate media content that: corresponds to the second segment of the media program; does not correspond to the first segment of the media program; and includes target profile data for targeting the alternate media content to a viewer; embedding a trigger in the default multicast data stream, wherein the trigger: indicates that the alternate media content is available to replace the second segment of the media program; and includes a representation of the target profile data; and transmitting the default multicast data stream as a first multicast stream and the alternate content multicast data stream as a second, separate multicast stream over a network to at least one client device, such that: the client device is enabled to access the first multicast stream to receive the default media content corresponding to the first segment of the media program; and the client device is enabled to dynamically access the second multicast stream to receive the alternate media content instead of the default media content corresponding to the second segment of the media program.