The upgrade your TV message doesn't mean your actual TV set, but the package you are on.
You would need to go to Settings> Apps & Games> All Apps >TV Upgrades> Starzplay and then click on Add STARZPLAY now
Any problems and there should be a phone number ons creen to call (they won't be open today)
Dave
The Service you do for others is the rent you pay for your room here on Earth - Muhammad Ali