To program is to automate or facilitate a specific process in a specific context.
A program is a media resource which automates or facilitates a specific process in a specific context.
Agents sometimes use the term program to represent a recipe which they intend to automatically perform in a specific context (possibly including periodic repetition) regardless of whether or not they strictly govern any versions of that recipe.
Some tools, including computers, can be designed to automatically perform specific programs.
Programs include all services, although many programs are not offered as services in any specific context.