What you buy on TV is what you see

By Zhu Shenshen | November 27, 2010, Saturday |

Print Edition

MORE than 5 million Shanghai IPTV users can buy products through a newly-opened TV mall, which propelled the city to be the first nationwide to expand e-commerce using TV as a platform and thrust it as a leading player under the national three network convergence policy.

China announced last month that it has selected Shanghai and 11 other cities and regions to test the three network convergence.

More than 40 retailers, from local giant Bailian Group, French-based Carrefour to home appliance firm TCL, have joined the TVMall IPTV which opened yesterday. Another 100 retailers and shops plan to join the mall, founded and operated by China Telecom's Shanghai branch, BesTV, a subsidiary of Shanghai Media Group, and Shanghai-based Commerce Information Technology, later.

The IPTV (Internet protocol TV) platform allows local consumers to browse, select products and pay for them directly through TV. The huge demand for online shopping is expected to boost trade volume of TV malls, industry insiders said.

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What you buy on TV is what you see

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