Regarding 'controlled via', the irda/usb adapter is controlled via the pc that runs the software (ie the core or a media director), the tv is controlled via the irda/usb adapter.
However, there's one key piece that's missing... The driver. The interface device requires a program (or device driver) that knows how to send the i/r codes you choose. If you chose one of the i/r receivers we already have in our database (like LIRC, Tira, IRTrans, etc.), you will notice on those device templates there is a 'command_line' (LIRC_DCE, Tira, IRTrans, etc.). That is the driver that is used for that interface device.
So if you had, say an IRTrans, you could add any tv you wanted--just choose the controlled via as 'irtrans' and you'll use our itrans driver and everything works.
I would recommend you delete both the irda/usb device you created, and also delete the template (it won't work without a driver anyway). Then go to wizard/devices/media directors and on the pull-down list for infrared receivers, see if one of those on the works with your device. The receivers on that list are all ones we have included drivers for already.
Then make your a/v equipment controlled via that device.