Entertainment Media Works LLC is taking strides towards developing interactive television marketing media with the launch of StarStyle.com, a Web site that combines product placement with DRTV.
The Web site will allow TV viewers to purchase products featured on “American Idol” among other popular shows starting next fall. Other shows with product placements will include the daytime soap operas “As the World Turns,” “Guiding Light” and “The Young and the Restless.”
“For consumers Starstyle is like a department store for their favorite TV shows and films, but without having to leave the house,” said in a statement Jim Rosenfeld, chairman of New York-based Entertainment Media, and former president of CBS.
Viewers will be able to search the Web site by show, product category, brands or program episode. StarStyle.com will feature links to other e-commerce sites and allow shoppers to click on products shown on TV programs.
StarStyle offers will be available not only to TV viewers but also individuals using mobile wireless devices.
Retailers already signed up as marketing affiliates include Apple iTunes, Neiman Marcus, Nordstrom, Macy’s, Bluefly, Zappos, Steven Madden, American Eagle Outfitters, Bombay Co., Brooks Brothers, Gap, Old Navy, Best Buy, Barnes & Nobles and Thomas Pink.
StarStyle’s advisory board includes James Kimsey, founding chief executive officer of America Online; Marvin Traub, former chairman of Bloomingdale’s; Tony Thomopoulos, former president of the ABC Broadcast Group and Vince Thompson, a vice president of sales and marketing at AOL.
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