It may take some time to perfect this. ATSC 3.0, the internet protocol-based standard that would enable the platforms, is still at least several years from rollout, and it could be five to 10 years before the breadth of TV-based shopping opportunities are up and running.
Yet driven by the allure of audience engagement, as well as money-making opportunities, station groups, industry advocates and advertisers are already exploring ways to make buying stuff with a remote click the next big thing in home shopping.
