An image display system including a plurality of display devices, each with a serial bus port, the plurality of display devices to be provided with image data; a serial bus link coupled with each of the plurality of display devices; and a content source coupled with the serial bus link, the content source to send the image data over the serial bus link to at least one of the plurality of display devices. A bulk end-point is established, through which image data is transferred, and a control end-point is established, through which control data is transferred.