WATERMARKED MEDIA CONTENT IN IPTV OR iTV NETWORKS

A computer-readable storage device, comprising instructions, wherein responsive to a processor executing the instructions, the processor performs operations comprising:

• altering media content in a network by providing a watermark in the media content, wherein the watermark comprises an embedded link to additional media content, and wherein the watermark comprises first altered media content;
• associating the watermark with a first metadata pointer that points to the additional media content according to the embedded link;
• receiving a user selection of the watermark in the first altered media content;
• accessing according to the first metadata pointer the additional media content from a computer having access to the network responsive to the user selection of the watermark, wherein the additional media content replaces portions of the first altered media content to form second altered media content which includes portions of the first altered media content and the additional media content;
• storing the second altered media content;
• creating a second metadata pointer that points to the second altered media content;
• and
• sending a library comprising the first metadata pointer and second metadata pointer to a computing device for use in presentation of a media on demand option for access to the additional media content and the second altered media content.