A system, method and program product having at least one subscriber subscribing to topics from one or more data sources. The number of subscriptions for each data source are registered in a table in real time. Upon detecting subscription activity, a matching routine compares the number of subscriptions registered for the available data source with a predetermined value, and if the number of subscribers exceeds the predetermined value a data source process corresponding to the data source will be started, and messages from the data source will be sent to the data source subscriber/s, otherwise, the data source provider will be stopped and not longer send messages.