QVC Active launches on Telewest

An enhanced version of QVC Active, the interactive shopping service of QVC, has launched on Telewest's digital cable system.

This is the first time a fully transactional version of QVC Active has launched on digital cable; previous iterations of the service have relied on customers browsing a selection of products in the "walled garden" interactive area, and then calling their order in by phone. Now, customers will be able to access an enhanced service by pressing red - from there, the full selection of around 13,000 products from QVC is available and orders can be placed through the interactive service directly.

Sue Watson, Director of Affiliate Relations and Marketing at QVC, said: "Launching a fully-transactional interactive service on cable enables us to deliver choice, speed and flexibility to our customers. Now they can watch QVC and easily browse through a vast array of products – all at the touch of a button. In addition, it doesn’t get much easier than being able to place an order through your remote control."

Ordering through the TV uses 128-bit SSL encryption, similar to that already used by QVC on their QVCUK.com website. The new version of QVC Active is powered by NDS' ValueTV software, which synchronises the application both with the live broadcast of QVC and the channel's back office operations, enabling a live stock and availability check.

Paul Thompson, Vice President of Interactive TV at NDS, said: "NDS has worked with QVC for a number of years on Sky digital building the UK’s most advanced interactive impulse purchasing system with real-time synchronisation. The QVC launch on Telewest Broadband’s digital cable TV service is the first time that NDS has developed such a sophisticated multi-platform application and we are excited to be leading the way on digital cable with QVC."

When customers enter the service, they are first presented by a welcome page, with options such as Products - each having an image and description; Search - the search term can be by keyword, manufacturer, price range or description; Specials - items such as 'Today's Special Value' are featured; On Air - a quick link for customers to order the item currently being shown on the live broadcast; and a TV Guide.

Telewest's Director of TV, Philip Snalune, said: "The launch of QVC Active is further enhancing the opportunity that interactive TV offers. We’re certain that it will be a hit with our customers, combining a simple, three-click ordering process with the diverse product range that QVC offers."