Methods, systems and devices enable enhanced delivery of metadata, as well as auxiliary programs and services associated with a primary content. In one method, a primary content with pre-existing watermarks is received at a content distributor device. The pre-existing watermark include specific fields that allow retrieval of a first metadata. The values and boundary locations of the symbols of the pre-existing watermark messages are determined, and symbols of a new watermark message are embedded in the primary content to render the pre-existing watermarks undetectable. The new watermark message includes symbol values that different from those in the pre-existing watermark messages and enable retrieval of a second metadata. Upon transmission of the primary content to a client device, detection of the new watermark message, and initiation of a request by the client device, access to the first or the metadata, as well as associated programs or services, are enabled.