Once in the applications view, tapping any icon launches the associated app (or bookmark), while holding any icon lets you move it to another position on the grid (or remove it by pressing a little red X, if present).
The SocialTV Timeline launch follows the announcement of ConnecTV's AdSync Network, which enables "view-sers" to act immediately on relevant television ads and promotions by tapping on synchronized companion ads on their second screen devices: Buy now, get a special promotional offer, watch additional product videos, find the closest store or enter a contest.