IDTV (interactive digital TV) opens new learning opportunities where new forms of education are needed. In order to gain the participation of viewers, and overcome their typical passivity, it is essential to combine education and entertainment. In this article we present a new concept in t-learning, called entercation experiences, where we use TV programs as a hook to engage users in education. The key element in this approach is an ontology for learning content based on the ADL SCORM (Sharable Content Object Reference Model) standard. We have developed this ontology so that we can choose the appropriate elements to construct entercation experiences, and thus provide learning personalization.