There are many instances where Alexa may not respond to your commands.
Firstly, make sure your device is paired to your SoundBox. You can check this on your Alexa app enabled skills.
Make sure you Alexa device is not on mute.
You will first need to open the skill to give the command, you can do this by saying either "ALEXA OPEN NETGEM TV" following the command; eg: "ALEXA OPEN NETGEM TV (wait for response 'welcome to NetgemTV, what can I do for you?') GO TO BBC ONE" OR all-in-one go: 'Alexa, ask Netgem Tv to... go to BBC1'
When you are commanding Alexa with voice, make sure a blue ring is seen in the top left corner of the TV screen. This means that Alexa is listening for a command for your SoundBox.