A media content packaging and distribution system that handles distribution of channels to be viewed on consumer devices receives a media feed and a first programming schedule of a first channel from a source device, and receives audience-based parameters from an external data source over a distribution system. Media items to be inserted in the media feed of the first channel are determined based on the audience-based parameters and defined parameters. The determined media items in the media feed of the first channel are dynamically scheduled for delivery over the distribution system to be viewed on one or more of the consumer devices, based on the received audience-based parameters and the defined parameters. The audience-based parameters include demographics data, targeted audience data, and/or device type and the data received from the external data source includes trending information of media items currently trending in one or more social network platforms.