Original transmitters of television broadcast content, such as national broadcasters, may tunnel various data such as SCTE-35 messages through a special closed captioning service before handoff to their local affiliates. The tunneled SCTE-35 messages may thus survive the re-encoding of both the local broadcaster to an over-the-air (OTA) retransmission, and re-encoding by any subsequent cable or satellite television providers as well. An uplink center and television service provider (e.g., a cable or satellite system) may receive the transport stream from the local broadcaster, may strip out the tunneled SCTE-35 messages from extra closed captioning streams at the uplink, re-create the SCTE-35, and then process it at the uplink of the satellite system, for example, by performing ad insertion, re-muxing the SCTE-35 for the satellite broadcast, and/or modifying it and sending it over the satellite broadcast on a separate PID to the set top boxes for those STBs for ad insertion.