ITV is to become the first UK broadcaster to allow viewers to purchase items viewed on screen during its most popular programmes.
Shoppable TV has been developed using AI technology from TheTake and has been built directly into TV sets manufactured by LG. Viewers can launch the shopping interface at any time, but they must first opt-in to receive the notifications. If interested they can use their TV remote to discover more information or get a link sent to their mobile phone.
ITV2 will use shoppable TV during hit dating show Love Island and intends to roll the technology out to other shows later in the year.
Bhavit Chandrani, ITV, Director Digital and Creative Partnerships, said: “This is a unique commercial opportunity and the next natural step in what we can offer to brands. Love Island has been a fantastic platform for innovation in how we work with commercial partners over the past few years and is the perfect show to introduce shoppable TV before we roll it out across other programmes.”
TheTake’s proprietary machine-learning technology is able to tag and identify hundreds of different products per episode. It’s already live in the United States on LG models produced since 2019.
“This AI feature makes the LG TV viewing experience more convenient and enjoyable by providing the most relevant information you would like to know while watching ITV’s programmes, meaning the TV becomes the main hub of entertainment and information in your living room,” said Mihee Yoo, Content and Services Manager, Smart TV, LG UK.
There are also plans to introduce the technology through a US set-top box manufacturer.