According to embodiments of the present invention there is provided a method, system and apparatus for triggering an event action in accordance with subscriber preferences. The method can be conveniently executed at a subscriber device capable of receiving a plurality of content streams from a content distribution subsystem. The method comprises monitoring a first content stream received from the content distribution subsystem to detect a presence of one or more content indicators indicative of event occurrence on corresponding ones of the plurality of content streams including at least one content stream other than the first content stream. The method further comprises receiving at least one selection parameter from the subscriber, the at least one selection parameter being associated with a respective event of interest and effecting a comparison of a particular one of the one or more content indicators with the at least one selection parameter. Responsive to the comparison of the particular one of the one or more content indicators and a particular one of the at least one selection parameter rendering a positive outcome, the method comprises triggering an event action associated with the particular selection parameter.