Patent ID: 8413205

Claim:
A method, comprising: generating, at an application server, an interactive television (iTV) application which includes an application template, programming rules, and a dynamic data file, wherein the application template specifies layout and behavior of the iTV application and refers to the programming rules for selecting content from the dynamic data file to be placed at a location within the layout of the iTV application, wherein the selection of the content from the dynamic data file is based on multiple selection criteria in the programming rules, and wherein the programming rules include additional criteria for selecting a device, chosen among the application server and one or more client devices, to evaluate the multiple selection criteria to perform the selection of the content from the dynamic data file; storing the application template, programming rules, and the dynamic data file as separate files in a centralized application management system; optimizing the iTV application for delivery from the centralized application management system by converting the content in the dynamic data file to a specific format displayable by a particular client device of the one or more client devices; and delivering the optimized iTV application including the application template, the programming rules, and the converted dynamic data file as separate files to the particular client device over a distribution network.