System interactive television program guide to determine user values for demographic categories.

A system to direct actions, a user guide of interactive television programming, characterized by: a television user (44), which is implemented the program guide interactive television, where television equipment user (44) is configured to receive a plurality of demographic categories, associated with a plurality of actions of the program guide, preselected values ​​being associated with the demographic categories that are associated with each action of the program guide, using inputs user guide interactive television programming to determine user values ​​for the plurality of demographic categories, store user settings and comparing the preselected values ​​for the demographic categories associated with stocks, with user settings stored corresponding demographic categories to determ ine what actions should be taken in the program guide interactive television.