EBIF vendor FourthWall Media has signed an agreement with online payment company PayPal to enable online purchases.
FourthWall said the partnership with eBay subsidiary PayPal will make it easier for cable operators to deploy applications on their EBIF platforms that will include payment options to buy items online.
FourthWall has named the payment application "TV Buy Button," which is enabled by PayPal X.
"FourthWall Media has deployed applications like eBay on TV, Yellow Pages on TV and Ad Widgets that run on our EBIF platform. These applications and others will benefit enormously from having an integrated TV Buy Button," said FourthWall CEO Tim Peters. "Programmers and cable distributors can find new and exciting ways to generate revenue. PayPal is one of the world's favorite forms of payment online, and we have partnered with them to connect TV viewers with advertisers through this most popular digital payment method."
FourthWall Media, formerly known as Biap, has its products and technology in place with the Comcast Media Center, Time Warner Cable, Charter Communications, Dish Network and Rovi, among others. FourthWall has been deployed in more than 24 million set-top boxes to date.