An apparatus and method enables a user to control the selection of electronic multimedia services to be provided to the user by one or more servers over a communication medium. The apparatus includes a scanner for reading marks on an object and for communicating a request signal, having an object code representing the read marks, to a user interface. The interface receives the request signal and transmits to the servers a request command including an interface identification code and the object code which is used to select the desired electronic multimedia service. The servers identify the selected electronic multimedia service using the object code. The interface then enables the selected electronic multimedia service transmitted from the servers to be received by the user's receiver.