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TiVo and Amazon expanded their digital partnership Monday. The pioneers in digital video recorders and online retail have teamed up to give TiVo subscribers the ability to purchase products from Amazon.com on TV sets, using the TiVo remote control.
With the new Product Purchase feature, television advertisers will be able to market products sold through Amazon.com on any broadcast or cable network, or via any of TiVo's extensive interactive advertising features, the companies said.
TiVo launched the new service Monday by featuring products related to several high-profile shows, including The Oprah Winfrey Show, The Ellen DeGeneres Show, The Colbert Report, and Burn Notice.
Couch Potato Shopping
Evan Young, director of broadband services for TiVo, said Product Purchase will add a new dimension to TV viewing. The partnership, he explained, lets viewers buy products related to their favorite TV shows or that they've seen in in TV ads without leaving their seats.
For example, if a guest on the Daily Show or Oprah promotes a new book, CD or DVD, viewers could purchase it on Amazon.com without missing a second of TV, whether the viewer is watching the show live or recorded. Interactive tags enhance traditional commercials and make them actionable, allowing consumers to get additional information and make purchases while automatically pausing a program.
"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," Young said. "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."
As Seen on TiVo
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