Patent ID: 7631260

Claim:
A computer-implemented method comprising: obtaining content for presentation, wherein obtaining content includes receiving a set of streaming data feeds; detecting, within at least one of the streaming data feeds, embedded modification information that identifies graphical modifications to be made to at least one displayed portion, the displayed portion being: (i) initially rendered with application content; (ii) separate from at least one content presentation region of the application, the content presentation region for display of at least one content item defined within feed data; referencing the embedded modification information within the content to obtain the graphical modifications to be made to display regions of the application that are separate from the content presentation region of the application; and altering at least one display region of the application that is separate from the content display region of the application in accordance with the graphical modifications identified by the embedded modification information within the content, wherein the steps of obtaining, detecting, referencing and altering are performed by at least one tangible computer device; wherein receiving the set of streaming data feeds includes: receiving a first streaming data feed associated with a first channel of content items: receiving a second streaming data feed associated with a second channel of content items; wherein detecting embedded modification information includes: identifying a first branding extension encoded within the first streaming data feed that identifies a first application skin to be applied to the displayed portion that is separate from the content presentation region of the application upon detecting a selection of the first channel: and identifying a second branding extension encoded within the second streaming data feed that identifies a second application skin to be applied to the displayed portion that is separate from the content presentation region of the application upon detecting a selection of the second channel.