Abstract: Methods and systems to process video data and modify at least the image portion of the video data real time to alter the image content. In one method, providing a multimedia signal to a processing module; identifying a replaceable area of an image taken from the multimedia signal with a context information; matching, by a client server, a user profile with the context information of the replaceable area; fetching, from an advertising database, a selected advertising content, based on the user profile and the context information; placing the selected advertising content on the replaceable area of the image; and providing a customized multimedia signal to a selected channel, wherein the customized multimedia signal comprises the selected advertising content overlapping, at least in part, an original content of the replaceable area of the image.