NBCUniversal has announced a new partnership with video commerce platform TalkShopLive to create shoppable livestreams. The partnership debuted today with a simulcast livestream featuring entertainer and creator Paris Hilton, who will discuss her new album, Infinite Icon.
The livestream will be viewable and shoppable across TalkShop.Live, Eonline.com, E!’s Instagram feed and Facebook page, ParisHilton.com and Hilton’s Instagram feed and Facebook page. Viewers will learn about the making of the album and have the opportunity to purchase autographed copies of the CD and vinyl versions. Signed bookplates of Hilton’s book Paris: The Memoir also will be available.
“E! News is the pinnacle of pop culture and brings the best in celebrity news, video, social and livestreams to audiences cross-platform,” said Jenny Depper, SVP of E! News Digital in a statement. “The audience scale we can deliver on a daily basis is incredible, so to expand our ecommerce footprint with TalkShopLive and bring shoppable livestreams to life across our social and digital ecosphere is an exciting next chapter for us.”
Partnerships like this one are not new for NBCU, which has been at the forefront of creating shoppable TV experiences, including:
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- In November 2023, NBCU teamed up with Walmart for a shopping integration tied to the Bravo reality series Below Deck Mediterranean;
- In March the company unveiled a range of TV-enabled commerce opportunities for advertisers tied to the Paris Olympics; and
- In May the network expanded the partnership between its streaming service Peacock and Instacart to launch shopping experiences in tandem with some of its shows.
“[NBCUniversal’s] massive reach paired with the power and scale of TalkShopLive’s multi-embed point-of-sale technology is truly a game-changing partnership for what the future of video commerce and bridging the worlds of entertainment and retail together looks like — making every moment shoppable,” said TalkShopLive Co-founder and CEO Bryan Moore in a statement. “This partnership is transformative for talent, brands and retailers looking to reach new customers and drive sales.”
