11.15am: QVC has finally launched its interactive offering on Freeview enabling digital terrestrial (DTT) viewers to press the red button on their remotes to access a range of enhanced features.
QVC has finally launched its interactive offering on Freeview enabling digital terrestrial (DTT) viewers to press the red button on their remotes to access a range of enhanced features.

The new service, developed in collaboration with interactive software specialists Strategy and Technology Ltd, allows DTT viewers to access the day's best-sellers, a 24-hour product review, the QVC TV Guide and customer service information.

The service is able to offer viewers an opportunity to view the last 12 products on show, which rotate hourly, and written details of products can be viewed for 24 hours after being showcased.

The shopping channel's enhanced interactive offerings have previously only been available on Sky and cable because the bandwidth-poor digital terrestrial platform lacks a return path which restricts the level of two-way interactivity that can occur on the platform. DTT viewers will still have to call in if they wish to make a purchase.

The shopping channel's director of engineering Richard Burrell added that QVC is currently considering adding the initiative to further platforms including the mobile phone space. He revealed that internal "QVC in your pocket" and mobile commerce trials will be rolled out into wider trials in the new year.