Systems, devices and methods are provided to deliver messages between a television distributor and groups of television receivers. A data processing system provides a message exchange service that routes messages to any number of queues based upon various routing keys. Each of the customer-operated television receivers establishes a queue with the routing service that is bound to any number of routing keys. Keys may be selected based upon characteristics of the receiver, geographic factors, demographic factors, subscribed services, customer preferences or the like. When a service wants to send a message to a particular group, it sends the message to the group's routing key, and the routing service delivers the messages to each of the receivers bound to that particular key.