1. A computer-implemented method, comprising: launching, by an application launcher of a media player device, an application bundle, the application bundle including a binary code; accessing a first server based on a universal resource locator (URL) specified by the application to download an executable script; parsing the executable script to configure a script runtime environment based on a predetermined template associated with the executable script; enabling a first application programming interface (API) defined by a device provider of the media player device, wherein the first API is used to access a predetermined library maintained by the media player device; enabling a second API defined by a content provider providing content to be played by the media player device, wherein the second API is used to communicate with the binary code; and executing the executable script within the script runtime environment to render the content, including rendering standard content by invoking the predetermined library via the first API and rendering customized content by invoking the binary code via the second API.