ITV is the first UK broadcaster to enable viewers to buy what they see in its programmes.
The broadcaster is partnering with Boots UK on the service which is currently only available during episodes of Love Island on ITV 2.
Viewers can initiate the shopping interface at any time by using their LG remote but must actively opt-in to receive the notifications and use the service.
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. The service identifies and tags featured products during programmes and notifies viewers that products on-screen are available. If a viewer is interested, they can select to view more information with their remote and make a purchase via the vendor’s site or a link sent to their phone.
All 2021 LG TVs have the technology integrated as standard and it can be added via software update to 2019 and 2020 models.
ITV said it is working with other advertisers about expanding the service and is planning to roll out the service across other genres during 2021.
Bhavit Chandrani, ITV, director digital and creative partnerships, 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.”