Content Customization in Communication Systems

Systems and methods for providing customization in asymmetric communication are disclosed. An excess of information is broadcast from a transmitter to multiple receivers in what is optionally a one-way transmission. The excess of information includes metadata used to select which subset of the excess of information is presented to a user and which subset of the excess of information is discarded. The metadata includes criteria that are compared with various, possibly different, customization factors stored on each of the multiple receivers. This comparison is used to determine which subsets of the excess information are presented and which are discarded. Because the customization factors can be different on different receivers, customization of the presented information is achieved. The customization factors optionally include geographic information resulting in customization based on a receiver location. The excess information optionally includes radio or television signals. In some embodiments, a nationally broadcast signal results in the presentation of advertisements, where the presentation is customized to a specific location.