Information is sent from retailers to Open, which is broadcast to set-top decoders via satellite. Customers select which services they want to use with their remote control. Orders for goods and services are sent to Open via a telephone link from the decoder. Open relays the details to the retailer.
Users of Open will have access to e-mail.
Open is owned by the British Sky Broadcasting group, BT, HSBC bank and the Japanese Matsushita Electrics Company.
Open is currently available to the 1.25m people who subscribe to Sky Digital TV. There are talks to extend this to cable users. Eventually it will be available to everyone when all televisions become digital.
Content providers signed up with Open so far include WH Smith, Dixons, Domino’s Pizza, Somerfield and Woolworth.
Going Places’ slot on Open will go live next month.