A method of displaying content viewing options on a content viewing device, the method comprising: rendering, by a processor of the content viewing device, a first tile display framework including a plurality of first tiles, each first tile representing a content source that provides content and providing a direct link to a content source application; in response to highlighting one of the plurality of first tiles, determining whether the corresponding content source is associated with a second tile display framework, and if the corresponding content source is associated with a second tile display framework, rendering, by the processor, above the first tile display framework, a second tile display framework including a plurality of second tiles, each second tile displaying a preview of the content by retrieving data from a server of the content source of the highlighted first tile and providing a deep link within the content source application to the content; displaying, on a display (102, 835) of the content viewing device by the processor, the preview of the content, retrieved from the content source, via each second tile on the content viewing device without launching the content source application; receiving, by the processor, a first signal indicating selection of one of the second tiles; launching, by the processor, the content source application in response to receiving of the first signal; passing, by the processor, link information associated with the second tile selected by the first signal to the launched content source application; and playing back the content on the content viewing device by obtaining the content from the server of the content source by the launched content source application based on the link information. rendering, by a processor of the content viewing device, a first tile display framework including a plurality of first tiles, each first tile representing a content source that provides content and providing a direct link to a content source application; in response to highlighting one of the plurality of first tiles, determining whether the corresponding content source is associated with a second tile display framework, and if the corresponding content source is associated with a second tile display framework, rendering, by the processor, above the first tile display framework, a second tile display framework including a plurality of second tiles, each second tile displaying a preview of the content by retrieving data from a server of the content source of the highlighted first tile and providing a deep link within the content source application to the content; displaying, on a display (102, 835) of the content viewing device by the processor, the preview of the content, retrieved from the content source, via each second tile on the content viewing device without launching the content source application; receiving, by the processor, a first signal indicating selection of one of the second tiles; launching, by the processor, the content source application in response to receiving of the first signal; passing, by the processor, link information associated with the second tile selected by the first signal to the launched content source application; and playing back the content on the content viewing device by obtaining the content from the server of the content source by the launched content source application based on the link information.