Described are methods and apparatus for enhancing an information resource, such as a Web page, simultaneously residing in memory on a number of remote receivers. A content creator, (e.g., a program producer, broadcaster, affiliate, cable company or satellite provider), embeds a trigger in a data service channel of a broadcast signal. The trigger includes a resource identifier unique to the information resource and a script capable of modifying the information resource. The script might be a script or a segment of a script written in a conventional scripting language. Each receiver that includes the targeted information resource monitors the data service channel of the broadcast video signal for script-bearing triggers directed to that resource. If a receiver receives a script-bearing trigger directed to the resident resource, the receiver executes the script contained within the trigger to alter the resource and/or the displayed video defined by the resource.