BT Teams with emuse, Canis Media on VOD Shopping Channel

UK incumbent telco, BT, has launched an on-demand shopping channel, called Vision Shopping and fronted by celebrity presenter, Gaby Roslin, on BT Vision, its Microsoft Mediaroom-powered, interactive TV-enabled hybrid IPTV service (note: the service is enabled via a hybrid set-top box that allows viewers to access linear channels from the UK's free-to-air digital terrestrial platform, Freeview, alongside IP-delivered on-demand and interactive content). The channel was built by and is hosted (on channel 960)  by Dublin, Ireland-based interactive TV applications specialist, emuse; and was designed and developed and is produced in partnership with digital TV management company, Canis Media. At least for the time being, products are purchased on the channel by calling an on-screen phone number, with each product having its own dedicated order line.

At launch, Vision Shopping is divided into five categories: The Home, Sport and Fitness, Beauty and Baby, DIY and The Kitchen. Content in each of the categories is refreshed regularly, BT Vision says, and includes pitches for such products as the Ab King Pro (for fitness buffs), the Leadbetter Swingsetter Pro (for golfers), the Bricky (for DIYers), Your Baby Can Read (for parents) and the Halogen Oven (for cooks). "Now Vision customers can shop from the comfort of their sofa in the new world of on-demand," BT Vision CEO, Marc Watson, said in a prepared statement. "Our customers can browse each Vision Shopping department for a selection of great offers and clever gift ideas. All customers have to do is select the department that they want to explore." Added Canis Media CEO, Ed Hall: "This is just the beginning of an exciting new service, which for the first time offers viewers a truly tailored shopping experience. BT Vision has recognized the potential for an on-demand service to complement their programming and benefit from increased engagement with audiences."