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