iCueTV and itaas will demonstrate the first fully operational, live t-commerce application at next week’s Cable Show in Washington, D.C.

The demonstration and technology is compliant with all cable delete “standards” add “specifications” set by CableLabs for enhanced television (ETV) programming. The application interfaces with iCueTV’s back-end platform, ultimately allowing viewers to make product purchases using only their remote controls.

“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 iCueTV President and CTO Michael Huegel.

iCueTV said its suite of APIs also allows other set-top box applications and content providers to easily “plug in” to its back-end fulfillment solution, ultimately allowing product purchases, RFI fulfillment and voting/polling across any network channel.

The demonstration uses the TVWorks ETV Platform and is compatible with CableLabs' ETV Binary Interface Format (ETV-BIF).