The present invention provides a hyperlinking convention for Internet Protocol (IP) Television (TV) program content. A hyperlink comprises a resource identifier that identifies a location of the program content, and an index to a content segment within the program content. The content segment corresponds to a portion of the program content that is not directly addressable using a resource identifier from a defined content source at which the program content is stored. When user equipment receives the hyperlink, a user may select the hyperlink, and a request is routed based on the resource identifier to a content server where the program content is stored. The content server uses the resource identifier and the index to identify the content segment. The content server accesses the program content based on the resource identifier and selects the content segment based on the index. The content server sends the content segment to the user equipment in response to the request.