A method and apparatus for integrating a bi-directional control channel into an entertainment display device to deliver content and exchange control information. The system collects request and response information from the entertainment display device. The system also provides format translation of received and collected content to and from a plurality of formats such as N-PCS technology formats and video display formats in such a manner that the integrated system is independent of broadcasters, satellite, IPTV and cable operators. This abstract is not to be considered limiting, since other embodiments may deviate from the features described in this abstract.