Abstract: Content availability online is declaratively or dynamically associated with the presentation of media from a primary media source. The online content is delivered out-of-band with respect to the primary media source for seamless playback alongside the primary content. Traditional media presentation through broadcast television or prerecorded music or video may be extended with new content offerings dynamically delivered using commodity Internet technology either in advance or in real time. Such bonus content may include related video clips and information, cross promotional content, purchase opportunities, extended commercials, and interactive experiences. Particular ancillary content can be personalized per consumer based on their past usage habits.