NBCUniversal and American Express have teamed up to let viewers use their mobile devices to purchase products shown on television.

Pass the remote

The system is based around Zeebox, an app that lets users discuss on-air programs with friends via social media channels.

Once viewers download Zeebox they can purchase products from NBC-owned website DailyCandy.com, which will stock a list of curated products, such as fashion and homewares, inspired by NBC shows including Bravo’s Life After Top Chef and E!’s Fashion Police.

Participating American Express customers will receive a once-off $35 credit when signing up.

Eventually, DailyCandy will host a bespoke page for every participating show featuring content such as images, behind-the-scenes videos and special offers.

From free-to-air to online

The deal is believed the be the first of its kind, and might prove a new way for networks to stay profitable in the face of increasing competition from online video content.

President of NBCUniversal Ad Sales Linda Yaccarino said in a statement that many consumers were now using multiple screens and the AmEx partnership was a way to enhance this experience.

“[NBC now offers] a seamless way to capture their attention around the products and experiences featured on the shows they love, narrowing the path-to-purchase for consumers.”

More screens the merrier

The partnership between NBC and AmEx comes as brands and placing increasing importance on the multiple screen experience.

Google CEO Larry Page recently stated that Google is focusing on a seamless multi screen experience for consumers, and stated the potential revenue options for Google in this area where similar to the potential of search back in 2000.

Whether click-to-purchase apps will come to Australia anytime soon is anybody's guess, but surely be a huge market for Neighbours-themed merchandise, at least in the UK.

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