Systems and methods for delivering messages over a network

A media device that communicates with a message server via a network, the media device comprising a processor and a non-transitory data storage having computer executable instructions stored thereon that, when executed by the processor, perform an automated process comprising:

• initiating an outgoing connection between the message server and the media device via the network;
• maintaining the outgoing connection between the message server and the media device as a persistent connection;
• subsequently receiving, by the media device, a message sent from the message server to the media device via the previously-established persistent connection, wherein the message comprises an identifier of a network service and an instruction to be performed by the media device, wherein the instruction directs the media device to establish a second connection from the media device to the network service identified in the message received via the persistent connection;
• and
• in response to the message, executing the instruction received in the message via the persistent connection.