TiVo, Amazon Align for On-Screen Product-Purchasing Option

ALVISO, July 22: A new
feature for TiVo users allows them to purchase physical products from
Amazon.com directly from their TV sets, using the remote control.

The service kicks off
today, merchandising products related to several series, including The Oprah
Winfrey Show, The Ellen
DeGeneres Show, The Colbert
Report and Burn Notice.

"Product Purchase
adds a whole new dimension to the TV viewing experience," said Evan Young,
the director of broadband services for TiVo. “By teaming with Amazon.com, TiVo
enables viewers to purchase products related to their favorite 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 explore and buy products
associated with their favorite shows, movies, actors and directors, directly
from the television set. Moreover, television advertisers will be able to
merchandise specific products through TiVo advertising features such as
Interactive Tags, Gold Star Sponsorships and Program Placement.

Scott Merlino, the senior
manager of business development at Amazon.com, noted: "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 program with a direct connection to
the product being sold."

—By Mansha Daswani