A TV Key is a mechanism for any advertiser or content owner to link consumers to specific interactive television destinations, including enhanced TV applications, from media delivered over broadcast or broadband networks TV Keys can be embedded in any video stream and can be used as an on-screen call to action. TV Keys can also be displayed in newspaper advertisements and other printed collateral. A TV Key associates a brand or memorable word with a numeric code. Viewers enter the TV Key word by matching the letters to numbers on their television remote control.