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Company
ACTV is a pioneer of interactive digital television (iTV) and enhanced
media programming and services.
Situation
The company’s proprietary HyperTV platform allows online Internet
content to be synchronized with television programming, targeting the
44 million U.S. households that have a PC and a TV in the same room.
HyperTV is currently being used by MTV2, TBS and other networks to create
enhanced television programming.
Process
ACTV brings e-commerce directly into HyperTV using Vitessa’s Merchant
Exchange solution, which provides a compelling shopping experience for
the viewer and a direct commerce link for ACTV’s programming and
advertising clients. The Vitessa solution brings a completely integrated
platform, including:
• Virtual Inventory of millions of products across 32 product categories,
ready to be served up during any enhanced television session.
• Direct-to-Consumer Fulfillment using innovative
software algorithms and physical distribution service configurations.
• Other features include returns management, commerce compliance,
product warranty and service, and consumer product ratings.
Once a viewer clicks on an offer, the
chosen products can be purchased in two clicks, while the enhanced television
session continues to run in the background. This keeps the viewer within
the session, while enabling secure and rapid purchasing.
Results
ACTV and Vitessa project that between 1,000 and 2,000 hours of interactive
television will be enabled in 2001 by ACTV, with the potential to attract
millions of viewers over that same period.
Marrying the emotive power of television
with the opportunity to purchase related items online in real time,
HyperTV has the potential to increase their purchase rate beyond the
typical web convergence rates of less than 10 percent.
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