What is an Electronic Programming Guide (EPG)? Glossary

What Is an Electronic Programming Guide (EPG) in Connected TV (CTV)?

An Electronic Programming Guide (EPG) is a digital on-screen menu that displays scheduled television programming. In Connected TV (CTV), the EPG shows viewers what content is available on free ad-supported streaming TV (FAST) channels or other streaming services. It acts like a modern version of the traditional TV guide, helping users navigate through live and scheduled content.

For CTV platforms and publishers, the EPG is essential for organizing content, attracting viewers, and increasing watch time.

How Does an EPG Work in CTV?

An EPG pulls real-time data from a schedule feed that lists when and where shows will air. This data is then displayed in a grid or list format within the streaming platform’s interface. It can include program titles, start and end times, brief descriptions, and sometimes metadata like genre, rating, or episode info.
When a viewer selects a show from the EPG, the platform immediately tunes in to the live stream or scheduled video, creating a smooth, linear-style viewing experience in a digital setting.

Why EPGs Are Important in Streaming TV

EPGs play a key role in replicating the feel of traditional TV within modern streaming environments. By organizing channels and time slots, they guide users to discover live content in a structured way. This increases session duration, reduces decision fatigue, and makes FAST channels easier to browse.
For content owners, being featured prominently in an EPG can improve visibility and boost ad impressions.

EPGs and FAST Channels

FAST channels rely heavily on EPGs to make their content accessible and appealing. Whether it’s a news channel, entertainment loop, or genre-specific stream, the EPG allows platforms to present scheduled content just like traditional cable.

Wurl, for example, supports the creation and distribution of EPG data across major smart TV platforms. This ensures that channel lineups are accurate, up to date, and positioned for maximum viewer engagement.

Key Features of a CTV EPG

A good CTV EPG includes:

A clean, grid-based layout showing time slots and channels
Real-time updates and schedule accuracy
Content descriptions to help with discovery
Seamless tuning into live streams when a selection is made

The EPG is not just a utility—it’s a critical user experience feature that shapes how audiences interact with live-streaming content.

Challenges with EPG Management

Maintaining an accurate and functional EPG can be challenging. Schedules must be updated frequently to reflect changes in programming. Errors or missing data can lead to poor viewer experiences, missed ad opportunities, and reduced channel performance.

Different platforms may also have different EPG requirements, making it necessary to format and deliver data correctly for each one.

How Wurl Supports EPG Distribution and Optimization

Wurl helps content publishers manage and distribute EPG data across multiple streaming platforms. With automation and smart tools, Wurl ensures that programming guides stay accurate, up to date, and optimized for discoverability.

This enables content owners to: