Each transmission received from a video asset owner includes information regarding a video asset that is available for real time distribution during a future time period to third parties. Following a selection from among the video assets, the corresponding video asset owners receive transmissions requesting the selected video assets and one or more initial templates. The video asset owners transmit final templates that conform to the initial templates and contain information descriptive of the video assets. Each final template, and the corresponding video asset, is transmitted to predetermined network resource, such as a headend, at a predetermined time corresponding to the future time period of availability. The predetermined network resource can then distribute video assets to viewers that were requested from the corresponding video storefront by viewers.