By Mark Layton

UK comcaster ITV is launching shoppable TV, a new service that will allow viewers to discover and order items that appear on its programmes, directly on screen.

Viewers will be able to access the shopping interface through the use of an LG remote, with the service set to launch during reality show Love Island on ITV2 with health and beauty retailer Boots announced as the first confirmed launch partner.

The interactive system uses AI technology from The Take, a contextual product discovery company. The Take’s technology is built directly into LG TV sets in the UK and is being used for the first time in this country by ITV.  ITV’s director of digital and creative partnerships, Bhavit Chandrani said: “This is a unique commercial opportunity and the next natural step in what we can offer to brands. Love Island has been a fantastic platform for innovation in how we work with commercial partners over the past few years and is the perfect show to introduce shoppable TV before we roll it out across other programmes.”

 ITV, acting chief marketing officer, Paul Ridsdale said: “Shoppable TV is a wonderful innovation to allow ITV viewers to be able to shop directly from their TVs, filling a real gap currently in the market. We know ITV viewers enjoy being able to purchase items featured in our programmes and this makes doing that smoother and easier than ever before.”