1. A data casting method in an interest aware peer network comprising a plurality of nodes, the method comprising: determining whether a set of interests associated with a node in the network is updated, wherein the set of interests comprises one or more topics IDs, wherein each topic ID corresponds to a topic of interest associated with said node; distributing the set of interests associated with the node to one or more neighboring nodes by way of a first distribution scheme until N nodes in the network are aware of the updated set of interests for the node; providing each node in the network with a mechanism to determine value of a topic of interest in a set of interests received in association with a node based on a topic ID included in the set of interests for the node; and wherein a node in the network publishes or subscribes to a topic of interest associated with said node based on the topics of interest associated with the node.