Techniques are disclosed herein that provide a TV receiver that supports a set of existing iTV standards and proprietary iTV implementations. Further, the TV receiver can be extended to support additional iTV standards and proprietary iTV implementations. A digital television data stream is received and processed by a client. The digital television data stream is analyzed to determine which interactive television format is present. A registry of interactive television virtual machines is searched to determine whether a virtual machine is registered for the interactive television format. Each of the interactive television virtual machines is adapted for one of the interactive television formats. If a virtual machine that matches the interactive television format is found, it is loaded and hosted. Hosting the virtual includes providing services to the virtual machine through common application programming interfaces (APIs) machine includes. The common APIs may be used by any virtual machine that is loaded.