UK viewers can pay online through their television set for the first time, following a new partnership between PayPal and Capablue.

The alliance means that viewers with TVs with video-on-demand agency Capablue’s Connected platform can pay for video on demand and other premium TV content and services using a Paypal PIN-protected system.

“This is the first time that transactions on connected devices have been enabled which will mean that users can provide a much wider range of products and services,” said Tom Cape, managing director of Capablue.

Cameron McLean, general manager for merchant services at PayPal UK, said: “PayPal on the Connected platform will allow viewers a next generation experience on their connection device. This partnership with Capablue gives the users of multiple connected devices a faster, safer and more cost-effective way to send and receive the smaller payments typically associated with online content.”

Our view: This announcement is about small payments for TV content – but retailers will be noting with interest that payment is now a reality through TV screens, and wondering how soon it will be a reality for those selling other products and services.

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