Information about and access to available third party content are provided via a primary service provider programming guide. A primary service provider may allow its customers/subscribers to access third party content through the systems of the primary service provider upon selection of a given third party content item from the primary service provider programming guide. The third party content may be provided as a full screen overlay over content presently being displayed and viewed from the primary service provider, or the third party content may be provided via a picture-in-picture inset either on the full screen or inside the displayed programming guide. Third party content offered via the primary service provider programming guide may be based on a recommendation of content in view of preferences and profile information for the customer/subscriber.