This document describes tools capable of enabling television consumer devices to launch applications using triggers. A trigger may act to save limited resources on a television consumer device by triggering launch of an application not stored on the television consumer device. A trigger may include a payload portion and a criteria portion. When criteria in the criteria portion is satisfied by the playback of media content, an action in the payload portion is performed. In one embodiment, the tools enable a television consumer device to associate a trigger with a piece of media content. Responsive to playing back the piece of media content, the trigger launches an application that associates additional triggers with the piece of media content.