New tool lets web shoppers buy what TV and movie stars are wearing

Fans of the weekly fashion talk show “The Fashion Team” on the TV Guide Network now can buy products featured on the program by visiting SeenOn.com. The web site gives viewers access to products appearing on TV and in movies via an e-commerce platform from Delivery Agent Inc.

Delivery Agent’s web technology is behind SeenOn.com, an interactive e-commerce environment giving consumers direct access to products seen on TV Guide Network as well as major TV networks and several cable channels, such as SoapNet.

In addition to searching for products by category and fashion trends, fans can also shop via Shopisode, an interactive video application that allows consumers to synchronously shop for items while they watch clips from TV shows. Once a product is selected, a list of e-retailers carrying the item appears onscreen. The shopper then clicks through to the specific retailer’s site.

“We believe the Delivery Agent SeenOn solution for linking fans of entertainment content with related products is a natural fit for ‘The Fashion Team’,” says Stacy Lifton, senior vice president of business affairs, TV Guide Network. “We are excited to connect viewers with the fashion merchandise and products seen on our weekly series through our partnership with SeenOn.com.”

Delivery Agent expects to boost SeenOn.com’s content with the TV Guide agreement and “provide a fully comprehensive experience for SeenOn users,” says CEO Mike Fitzsimmons. “We are thrilled about this arrangement and look forward to working together on additional initiatives.”

Delivery Agent provides shopping-enabled programming for more than 100 entertainment properties from major media companies such as ABC, NBC Universal and MTV Networks.