1. A method comprising: generating, by a data server, an electronic program guide comprising television schedule information organized in a grid by time and channel, wherein the electronic program guide is presented to a user by an electronic program guide application executed by a programming processing component associated with the user; associating, by the data server with an entry in the grid of the electronic program guide, a second application different from the electronic program guide application, wherein the association comprises embedding entirely the second application comprising executable instructions in a data file that includes the electronic program guide presented to the user, wherein the executable instructions are executable by the programming processing component to execute the second application based at least in part upon the user selecting the entry; and directing, by the data server, the data file for receipt by the programming processing component.