Launch Netflix and jump to show

I know this has been covered in the past but I was hoping there might be an update with the latest Roku SDK. I would like to have a channel that would launch the Netflix / Amazon / Hulu app and automatically jump to a show just like the universal search does. It would seem that ECG gets me part of the way there - I can launch the channel. The 'contentId' argument even seems like it might allow me to jump to a portion of the channel. I was pretty much to the point of telling myself this just wasn't possible but I keep coming back to the notion that universal search does this *somehow* so the channels must support it at some level. Can anybody shed some light here? Maybe something we can be doing with that contentId? Thanks in advance!