Methods, apparatus, and systems for managing the insertion of overlay content into a video signal

Methods, apparatus, and systems for managing the insertion of overlay content into a video signal are provided. A video signal is received from a video source. In addition, overlay content is provided in one or more overlay content signals. A tag is appended to the video signal and/or the overlay content signals. The tag contains identifying information. Overlay content selected from one of the overlay content signals may then be inserted into the video signal in accordance with the identifying information to produce a modified video content. The identifying information may comprises various types of information identifying the source or subject matter of the overlay content or video signal, the destination of the overlay content or video signal, information identifying the geographic region where the overlay content is to be inserted, or key words or other information to enable matching of the overlay content with an appropriate video signal.