July 25, 2006, 12:00 AM

M2B World launches TV boxes that let viewers click to a shopping site

M2B World Inc. has introduced to the U.S. market its Pony TV set-top boxes, which let viewers click their TV screen to reach an online shopping site to buy something featured in an on-demand video program, M2B said yesterday.

Paul Demery

Managing Editor, B2B E-commerce

M2B World Inc. has introduced to the U.S. market its Pony TV set-top boxes, which let viewers click their TV screen to reach an online shopping site to buy something featured in an on-demand video program, M2B said yesterday.

The Pony set-top box, which M2B World makes available at no extra charge beyond its $25 monthly subscription fee, currently provides access to about 40 video-on-demand programs. One program, for example, Estelle Reyna’s Travel Channel, lets viewers click to an online travel shopping page to purchase travel packages to destination featured on the channel. Other examples of the video-to-shopping options are available for preview at RoyalHive.com, where a visitor can click on a video about fashion designer Tommy Hilfiger or movie star Jennifer Lopez, then click to a site to purchase items featured in those videos.

The M2B service works along with a user’s broadband Internet access, so the $25 monthly fee is in addition to the Internet access fee the user pays to an ISP. M2B, a unit of Amaru Inc., expects to ship 250,000 Pony set-top boxes to the U.S. within the next 12 months, M2B said.

“We will continue to build and enhance our line-up of on-demand entertainment and services to meet the changing lifestyle needs of today`s consumers for on-demand personalized media entertainment that takes full advantage of the power of Internet broadband,” said Rebecca Binny, general manager of M2B World.

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