How to create custom thumbnails per episode like the TED videos on Apple TV?

Not many podcasts do this but I do see TED for example have a different thumbnail per episode on Apple TV (note: iTunes shows different thumbnials because it picks a frame from the video). I'm referring to Apple TV 2 to be precise. Can't figure this out....
Thanks in advance,
-g
PS Our podcast is ChatChow.tv

They're the same podcast: one is the feed and one is the iTunes Store page. I checked the latest episode: it has an image embedded in the media file which shows until you start playing the video (right).
There are also two additional tags in within the 'item' tags for the episode, a 'media:thumbnail' tag and an 'itunes:image' tag, both containing an image of a saucepan of brussel sprouts:
neither of these tags is recognized by iTunes (only the 'itunes:image' tag in the top section of the feed, and that only in the Store, not when subscribing).
What does the Apple TV show? - is it this image?

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