Abstract. Traditional human-computer interaction settings involve a task-oriented approach where the human interacts with an application to accomplish a particular goal. The emergence of media-rich computer-mediated leisure applications requires a fresh view of the current paradigms and a careful examination of how this change of perspective affects their relevance. This paper proposes a metaphor for accessing personalized television programming and suggests an approach for integrating the metaphor into the design of a television user interface. The proposed metaphor is tested in the design of a personalized advertising service. The results of the empirical research are discussed and the suitability of the metaphor for other television programs is examined.