There is provided a system and method for dynamically transmitting a services list to a playback device. The system comprises a display device, a playback device, and a mediator server with a mediator application. The mediator application is configured to receive, from the playback device, a service request for a services list, to send a services list for presenting on a display device in response to receiving the service request, to receive an activation request for at a third-party service listed in the services list, and to activate the third-party service in response to receiving the activation request. By programming a digital video disc such as a Blu-ray disc according to an API and using such a mediator server, a dynamically adjustable list of third-party services may be supported and used by the playback device without changing the disc application code.