A headend of a subscription television system includes a video combiner that combines video signals from four separate programs into a composite video signal. The video signals are formatted to produce the composite video signal such that one of the programs appears in each quadrant of the displayed picture. Text data streams are then inserted into the vertical blanking interval of the composite video signal. The composite video signal is transmitted in a channel of a broadband television signal to a plurality of subscriber terminals. A plurality of virtual channels are defined by combinations of quadrants of the composite video signal and quadrants of text from the text data streams. When the subscriber selects a virtual channel, the composite video signal is tuned from the broadband signal, and the text data stream forming the text display of the virtual channel is extracted. An on-screen display uses the text data stream and the composite video signal to generate a display signal whereby text may be displayed in three quadrants and video corresponding to one of the programs may be displayed in the remaining quadrant.