ITV is to launch a shoppable TV, allowing viewers to discover and shop items from its programmes directly on screen. The interactive shoppable TV service is the first of its kind to be trialled in the UK following other successes in the US.sets developed in the UK by The Take, which is a contextual product discovery company. The service identifies and tags featured products during programmes and notifies viewers that products on-screen are available.
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”
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