Abstract: Systems and methods for on-demand purchasing and distribution of products associated with a television program (“assets”) to consumers, such as music, telephone ringtones, videos, CDs, DVDs, coupons, and other products. An asset tag insertion system inserts an asset tag into a television signal; the asset tag identifies an asset associated with a television program represented by the television signal. A settop box program is responsive to an asset tag contained in a television signal for extracting the asset tag and displaying information corresponding to the asset tag to a viewer. The settop box program is further responsive to a command from the viewer for a purchase or other transaction involving the asset, for generating an order command corresponding to an order for the asset. The settop box program is further responsive to communicate the order command to an order management system, which delivers the asset to the purchaser.