(23 July 2008 4:00 pm)

MUMBAI: Tivo, the US-based company which creates television services for digital video recorders (DVRs), has teamed up with online retail major Amazon to provide consumers with the ability to purchase physical products from Amazon.com on their TV sets, using their Tivo remote control.

With this new product purchase feature, television advertisers will have the ability to market products sold through Amazon.com on any broadcast or cable network, any TV show, or via any of Tivo's interactive ad features.

Tivo director of broadband services Evan Young says, "Product Purchase adds a whole new dimension to the TV viewing experience. By teaming with Amazon.com, Tivo enables viewers to purchase products related to their favourite TV shows or that they've seen in TV ads without leaving their couch.

" For example, if a guest on the Daily Show or Oprah has a new book, CD, or DVD out, you can purchase it on Amazon.com using your Tivo remote without missing a second of TV, whether the viewer is watching live or recorded. The
viewer with an impulse can buy right away and no longer needs to remember to do so the next time they are at their PC.

" Television advertisers and consumer products companies are no longer limited to the traditional linear shopping channels that require live viewing for product merchandising and fulfillment -- if their product is seen or advertised on any TV show or network, and sold by Amazon.com, it can be merchandised to viewers through Tivo."

Consumers will also be able to use Tivo's Universal Swivel Search to easily explore and buy products associated with their favourite shows, movies, actors, and directors, directly from the television set using their Tivo remote. Upon selecting a product, users will have the option to complete the purchase immediately or add it to their Amazon.com shopping cart for later checkout.

Shipping and tax, if applicable, will be automatically calculated and presented to the user before final confirmation, and purchases will be secured with a Pin associated with the user's Amazon.com account. In addition, television advertisers will be able to merchandise specific products through Tivo advertising features such as Interactive Tags, Gold Star Sponsorships, and Programme Placement.

Amazon.com senior manager of business development Scott Merlino said, "Teaming up with TiVo enables TV advertisers to break free of traditional shopping channel limitations and reach a specific, targeted audience regardless of which network or show they are watching. Now, a record label can merchandise and sell a new artist's CD on a show where the music is featured, or a publisher can merchandise an author's book during a talk show when the author appears as a guest -- the marketing possibilities are endless.

"Teaming up with Tivo is a great way to engage consumers during a TV programme with a direct connection to the product being sold."

Tivo's interactive ad solutions allow advertisers to reach consumers in a time-shifted world and offer the option of taking a closer look at the products that interest them. Tivo's Program Placement feature enables advertisers to target viewers with related products via specific shows and genres.

Interactive Tags enhance traditional commercials and make them actionable, allowing consumers to get additional information or take advantage of offers while automatically pausing their programme.