A method includes receiving a request associated with a secondary event orchestrator to schedule a secondary event to be concurrently broadcast with a primary video program. The secondary event is based on the primary video program. The method includes scheduling, by a processing device, the secondary event in an interactive media guide (IMG). The method also includes receiving requests or subscriptions for the secondary event from at least one user device based on the scheduled secondary event in the IMG, and providing support for the concurrent broadcast of the secondary event.