1. A method comprising: identifying a media item related to content in a message directed to a set-top device, wherein the media item is different than the content in the message; responsive to the message, generating a program shortcut object that comprises a reference that initiates a content retrieval process for retrieval of the media item; based on the program shortcut object, the set-top device presenting, in a menu, a menu item corresponding to the particular media content; and in response to receiving user command input indicating that the user has selected the menu item from the menu, the set-top device executing the content retrieval process corresponding to the program shortcut object to reach a screen, and/or execute a method or routine, by which accessing, purchasing, and/or downloading the media item occurs; presenting, at the set-top device, the retrieved media item.