First information associating a first unique master identifier with multiple different aliases is obtained from a first database accessible to an enrichment-content delivery system. The first unique master identifier is assigned to a first primary content item. Second information, which links the first unique master identifier to first enrichment content is obtained from a second database accessible to the enrichment-content delivery system. First playout information, which includes a first alias identifying a first media item scheduled for playout by a first media station is received from the first media station. A determination is made based on the first information and the second information, that the first alias is associated with the first unique master identifier assigned to the first primary content item. In response to that determination, the first enrichment content is transmitted to the first media station.