PCCW debuted some on-demand adult programming in the fall and is now expanding that to include regular Chinese-language movies. "We're not even branding it as video on demand," says Lee, who instead is calling the service NOW Select. The goal is to get people accustomed not just to watching TV but also to interacting with it. "It's all about training them to use the remote quite differently," she says, pointing to the yellow, red, blue, and green buttons on the NOW remote control. "All they need to know is the four color buttons and the 'enter' button." For now, this ease of use is available only from Lee and PCCW. But it may point the way to the future of television.