Use of parallel data programming for device integration

1. A method, comprising:

detecting, by a server, a presentation of media content on a first display device;

retrieving contextual metadata, comprising information about the media content, wherein the metadata does not originate with the media content;

synchronizing the contextual metadata with the media content;

transmitting the contextual metadata to a second display device in response to the detecting, wherein the second display device is a different device than the first display device; and

presenting the contextual metadata, in synchronization with the media content, on the second display device in conjunction with the presentation of the media content on the first display device.

2. The method of claim 1 , wherein the contextual metadata is selected from a group consisting of:

rich content information corresponding to the media content;

an alternative video;

pictures associated with the media content;

production information associated with the media content; and

information identifying a product displayed within the media content.

3. The method of claim 1 , further comprising synchronizing the media content and the contextual metadata selected from one or more of a group consisting of:

a signal transmitted in conjunction with the media content;

timing associated with the media content;

an image presented in conjunction with the media content; and

an audio signal presented in conjunction with the media content.

4. The method of claim 1 , wherein the contextual metadata is created by one or more of a group consisting of:

staff associated with the media content;

crowd sourcing; and

analytic analysis.

5. The method of claim 1 , wherein the media content is selected from one or more of a group consisting of:

a television show;

a video stream;

an audio stream; and

a movie.

6. The method of claim 1 , wherein the contextual metadata is received from one or more of a group consisting of:

the media content;

an originator of the media content;

a website; and

a broadcaster of the media content.

7. The method of claim 1 , wherein the contextual metadata is received from one or more of a group consisting of:

an out-of-band communication channel; and

an in-band communication channel.

8. The method of claim 1 , further comprising:

transmitting additional contextual metadata, different than the contextual data, corresponding to the media content to a third display device in response to the detecting, wherein the third display device is a different device than both the first and second display devices; and

presenting the additional contextual metadata, in synchronization with the media content, on the third display device in conjunction with the presentation of the media content on the first display device.

9. The method of claim 1 , wherein contextual metadata is retrieved from a source external to the media content.