Disclosed is a system and method for generating affinity data, i.e. data that indicates the interest of a viewer or user in broadcast information such as a video, audioor data broadcast. Automated or manual selection can be made either at an upstream siteor at the set-top box for selecting alternative sources of content based upon the affinity data.Return channels can be provided through upstream transmissions through a cable, Internet connections, etc. to an orignation site which may comprise a content provider, aTV studio, a head-end, or other upstream location. Affinity data can be remotely sensedby sensors, that are built in or connected, to the set-top box. Further, affinity data can bemanually generated by the viewer or user, by various methods such as manually enteringdata in response to trigger icons that appear on a video broadcast or audio transmission.Triggers for triggering responses and transmitting data can be inserted in the vertical blanking interval of a video feed or can be periodically generated by the set-top box.