1. A method of delivering specific programming at at least one of a plurality of receiver stations in a communications network, comprising the steps of: generating control instructions in said communications network; receiving a control signal at a transmitter station in said communications network, said control signal operative to communicate said control instructions; transmitting said control instructions to said at least one of said plurality of receiver stations in said communications network in response to said control signal, said control instructions including information regarding a plurality of units of programming and effective at said at least one of said plurality of receiver stations in said communications network to control a computer at said at least one of said plurality of receiver stations to generate a receiver specific value by performing a benefit determination which processes 1) receiver specific information that is calculated by said computer and 2) said information regarding at least one of said plurality of units of programming, said receiver specific information derived from specific criteria stored at said receiver station, said specific criteria defining relevant characteristics of a user of said at least one of said plurality of receiver stations, select at least one of said plurality of units of programming based on said receiver specific value, and cause said selected at least one of said plurality of units of programming to be communicated based on 1) said receiver specific value and 2) identification or location information of said selected at least one of said plurality of units of programming; communicating at least one additional unit of programming to a transmitter at said transmitter station; and transmitting said at least one additional unit of programming from said transmitter station to said at least one of said plurality of receiver stations in said communications network for delivery as a presentation with said selected at least one of said plurality of units of programming.