It looks like zwave but with a buy cheap and pay for the rest of your life scheme, and I doubt there is an api for it. Because its zwave I guess you could get a starter kit, and then later on you could toss the controller and get a Vera lite, but it will probably still end up costing you more.
What country are you in?
Home automation is (still) not really suitable for people on a tight budget.
What kind of TV and receiver do you have? Are they network controllable, or will you need IR?
You might want to start with something like a USB-UIRT for infrared control. These are relatively affordable.