Irish travel software firm Datalex has formed a joint venture with DigiSoft.tv to enable travel firms to sell airfares, rental cars, ferry services, and hotel rooms via interactive television.
The "iTV" initiative will allow viewers to interact with an advertisement, programme or service on their TV set via a set-top box and remote control.
Payment for good purchased over the iTV network is by entering credit card details using the remote control or by directly inserting a smart card (which will replace existing credit cards) into the second card reader in the set-top box.
Industry analyst Strategy Analytics forecasts 625 million people worldwide will have access by 2005 to online services on their TV sets, including online travel, shopping, banking, games and information.
According to Mr Damian Hickey, SVP Business Development at Datalex, "in recent years, the familiar box in the corner of the room has become a convenient medium for instant messaging and online shopping".
Datalex reported a pre-tax loss of $20.6 million (€19.03 million) for the year ended 2002 in January, compared to a loss of $92.8 million in 2001,