Abstract: A messaging channel is embedded directly into a media stream. Messages delivered via the embedded messaging channel are extracted at a client media player. In lieu of embedding the message data in the media stream, a coordination index is injected, and the message data is sent separately and merged into the media stream downstream (at the media player) based on the index. In one example embodiment, multiple data streams (each potentially with different content intended for a particular “type” or class of user) are transmitted alongside the video stream in which the coordination index has been injected into a video frame. Based on a user's service level, a particular one of the multiple data streams is released when the sequence number appears in the video frame, and the data in that stream is associated with the media.