Systems and methods facilitate the provisioning of a new service in a cable system without requiring that server hardware and/or software be changed to implement the service, or that an equivalent session manager be created in a set-top box. Session requests are generated at the STB and transmitted to the service, which then interprets the request, rather than forwarded from the STB to a server implementing the service, as in conventional systems. To effect the routing to the service the session request contains routing information. Servers facilitating the implementation of services do not know details about, or even the existence of, new services added to the system.