Abstract: A system comprising: a memory; at least one network entity operatively coupled to the memory and configured for: receiving an identifier of a media device; receiving an identity of a retail channel used to acquire the media device; storing in the memory an association between the identity of the retail channel and the identifier of the media device; and causing content specific to the retail channel to be transmitted to the media device over a communications network in response to determining a presence of the media device on the communications network. Also, a media device, comprising: a network interface; a user interface; and a processing entity. The processing entity is configured for: identifying the media device to an external entity via the network interface; receiving retail-channel-specific content over the network interface; and conveying the retail-channel-specific content via the user interface through a retail-channel-specific application installed on the media device.