I use the Roku API to externally control the unit which works fine. What I need to do is direct the unit to play the content externally and directly. For example, I use the amazon and Netflix API to present the user with tiles of all the content that is available to play. When the user clicks the tile, they have the option to play it. I know the app ID, and the content ID already - but cannot just tell this thing to play it.
Currently I have to ignore all my hard work and use the Roku browser which is horribly silly.