Communications company Austar and multimedia retailer TVSN have signed a deal to drive the interactive shopping cart.
Austar, the operator of Australia's regional satellite pay TV network, has taken a 50 per cent stake in TVSN, which runs a pay TV shopping channel, and online specialty store, Markfoys.com.
The $20 million deal gives Austar a 50 per cent stake in TVSN, which will offer its range of products on Austar's interactive Open TV platform for at least ten years.
The companies also plan to increase their ecommerce offering through Markfoys.com, and its counterpart iTVSN, however the latter, as yet, is only a single web page.
TVSN plans to offer a range of products through the Open TV platform which would be featured in programs and advertised. The platform is set to kick off by the end of this year.
In a statement, Austar CEO John Porter said the deal offered the company "a critical piece of the value chain faster and more effectively".