With the advent of digital television in the U.S. and worldwide, broadcasters are searching for new opportunities to enhance programming. In addition, many in the industry believe that potential new sources of revenue can be unlocked by providing consumers rich digital content. Recently Thomcast Communications and PBS teamed to test an end-to-end data broadcasting solution. This paper presents an update of those trials. First, a general data broadcasting architecture is discussed along with the technical requirements to support various potential business models. This includes a discussion on what is required to deliver IP content over MPEG-2 networks. Needs of both the network facility and the local station are addressed. Finally, solutions that have actually been implemented and tested in the field are presented.