Sky Digital Introduces Interactive Option For Shopping Channel

Sky Digital has this week expanded the capabilities of shopping channel QVC with the launch of an interactive QVC Directory. The new service allows customers to browse through a catalogue of QVC beauty products as well as programme listings and a customer service guide using their digital set-top box.

All of the shopping channel’s main product categories are due to be added to the interactive service by October this year. Information in the directory is updated twice a day.

This is the first independent interactive service to be launched on the Sky Digital platform. It was conceived and designed by QVC’s interactive and internet team, working with Sky Digital.

Interactivity looks set to become a key feature of channels using the digital platform. The ITN News Channel, launched this week (see News At Ten Makes A Come Back On New ITN Channel), includes an interactive option allowing viewers to access more in-depth reports. Earlier this year BSkyB broadcast the first national interactive advert, for Chicken Tonight.

QVC, which broadcasts to 8.5 million cable, digital and satellite homes in the UK, of which 3.6 million are Sky Digital, already operates an e-commerce site QVCUK.com.

Sky Digital: 020 7705 3000