I'm frustrated that there's no extensibility - fine Google, you haven't been able to negotiate with the Neanderthal Australian TV networks for TV guides [1], but don't just tell me that the "What's on TV" feature isn't available, let me plug in an XML feed from somewhere or write an app to do so!
Unfortunately Google probably can't ingest the data without the agreement in place. So unless Google Now actually ran on your phone (it doesn't), you're outta luck.
[1]: http://apcmag.com/Content.aspx?id=3786