I think most of us are annoyed by traditional cable providers insertion of ads into the live tv guide. They normally try to direct us to the latest movie release that is available on demand or show upcoming on demand fights.
In the same spirit, this could be a fun optional setting to allow for dynamic insertion of non-live content into the TV guide or specific channel collections.
You could select the frequency of the inserts very 5,10 or 15 lines and select the links you would want inserted. Linked content could be Continue watching, Movie collections, playlists or even recording suggestions from the on later section.
I know many are guide purist and don't want it to be a conglomeration, but in my household we rarely switch from the guide so having things on that single page would be welcomed.