Cherry Hill, NJ based provider of interactive applications for television, iCueTV, Inc. has reportedly partnered with multi-platform solution provider itaas, Inc. to demonstrate the first fully-operational live t-commerce application with a back-end fulfillment solution. The technology powering the t-commerce application conforms to cable standards set by CableLabs (News - Alert) for enhanced television programming (ETV). Interfaced with iCueTV’s back-end solution, the t-commerce application allows users to buy products through remote control.

“Developing an application designed to work on legacy digital set top boxes, in any MSO, and across any network channel creates new t-commerce opportunities for viewers and advertisers previously not possible until now,” said Michael Huegel, president and CTO, iCueTV. “This is a rapidly emerging medium of multiplatform, broadband interactive services and is a natural evolution of television and iCueTV’s ETS platform is ready to support this next stage.”

Through iCueTV’s line of API’s, it is possible for other STB applications and content providers to easily “plug in” to iCueTV’s back-end fulfillment solution. This enables product purchases, RFI (News - Alert) fulfillment, and voting/polling across any network channel.

The demonstration uses the TVWorks ETV Platform. It is also supported by CableLabs' ETV Binary Interface Format (ETV-BIF) which allows iCueTV’s ETS Platform to be deployed by any digital cable set-top boxes in North America.

iCueTV is known for its innovative suite of business and management tools that provide true commerce-driven interactivity for a richer television experience for cable companies, developers, broadcasters and advertisers. Its t-commerce back-end fulfillment platform is acclaimed for its scalability and robustness.

Duluth, GA based itaas allows MSOs, programmers and interactive application developers to develop and deploy applications, including ETV and tru2way solutions across multimedia devices. TMCnet recently reported that the company has partnered with Comcast (News - Alert) to accelerate application development and lessen time to market for cable’s enhanced and tru2way services.