A method and system for delivering enhanced TV (eTV) content allows content producers to author eTV content and deliver the eTV content over an IP network to an eTV application server at a cable headend. A network server, for example, operated by a broadcast network, communicates broadcast program scheduling information to the eTV application server over an IP network. Prior to, and during, the broadcast of a particular program, the eTV application server makes the eTV application content available to a set-top-box via an out-of-band data carousel or via IP multicast. A client-side application engine, executing on the set-top-box, receives the scheduling information and the eTV application content from the data carousel or IP multicast, and launches the eTV application content, based on the scheduling information and the channel being viewed, or tuned, by the viewer.