Systems, apparatus and methods are provided for generating, delivering, processing and displaying video data to preserve the video creator's creative intent. Metadata which may be used to guide the processing and display of the video data is dynamically generated and embedded in the video data throughout a video delivery pipeline. The metadata may be written in chrominance data for black video frames, black mattes or bars framing an image, and/or in the other image areas for which luminance values are zero or below a threshold value.