SeaChange International has introduced Watch & Buy, a t-commerce service that enables cable operators to use existing video-on-demand infrastructure to sell-through DVDs and related merchandise to subscribers.

The service is deployable today for operators using the SeaChange VODlink applications platform.

Boasting a lightweight set-top application, user interface customization and fully managed back-end order fulfillment, Watch & Buy integrates with any third-party back-end fulfillment solutions.

In an operator’s VOD library, a DVD symbol will appear next to select titles that are available for purchase as a DVD. Subscribers will have the option to order the movie as a VOD session, as well as receive a copy of the title’s DVD in the mail (and subs might have the option to buy different formats, such as Blu-ray, or to buy an entire season of a TV show on DVD).

Operators can choose to package their offerings, for example allowing their subscribers to enjoy a free movie on VOD with the purchase of the DVD, or offering additional items for order such as movie-related soundtracks or video games.

“While SeaChange continues our work to support and develop EBIF and tru2way standards and applications, operators are simultaneously asking for solutions they can use today that generate additional revenue streams and differentiate services, which is why Watch & Buy was developed,” said Anthony Landamia, product manager of in-home strategy and iTV applications at SeaChange.

SeaChange is demonstrating Watch & Buy at The Cable Show this week in Los Angeles.