The final decision on deployment is not ours. For example, we installed the system for Music Choice and Sky and they will decide when it is rolled out - which we would expect to be a matter of weeks. You mentioned QVC using the system to increase sales and reduce costs. Consequently viewers can buy from 200 to 300 additional products, and not just what's showing on air. Currently the ordering is still via phone in, but were are in the final stages of testing interactive ordering using the remote.
Users have a membership number which they use when they purchase.
TV shopping is already a very profitable business - and all the research shows interactivity increases buy rates. Users are not paying extra for the service at the moment. On Sports interactive we find that 50 per cent of orders are via touch tone, not a speaking operator, and this is just another step in that direction. We use the strength of the platform, hence we are scalable to handle satellite's five million Sky viewers. In the US we are trialing the Kodak Photonet service for photos on cable TV allowing viewers to order reprints and send to friends - and we expect to do more work on cable in the future.