A method is provided for distributing multimedia content in an electronic media distribution system. The method comprises the steps of: (a) providing active hidden data (24), where the active hidden data comprises a plurality of executable machine instructions; (b) embedding active hidden data into the host data stream (26, 30), thereby forming an embedded data stream; (c) transmitting the embedded data stream from a content provider device (12) via distribution channel (14) to a player device (16); (d) extracting the active hidden data from the embedded data stream (44) on the player device; and (e) executing the active hidden data (48) on the player device.