Both an on screen display and a physical programmable remote control have buttons whose functionality may be dynamically reassigned in accordance with a user's navigation through menu levels, states or across different services. The physical programmable remote control, in conjunction with a TV or other video display, provides an intuitive, heads up experience for the user and eliminates the need for multiple physical remote controls. User profiles and zones may be used to customize a user's remote control functionality based on preferences, access controls, location and the like.