Push-button buying soon at Showtime

Set-up will encourage impulse orders

Showtime will become the first premium cabler to offer push-button buying, thanks to a deal with Alameda-based interactive electronics firm Wink Communications Inc.

The system, called Wink Enhanced Broadcasting, will allow Showtime to incorporate an onscreen graphic overlay encouraging consumers to order Showtime on impulse — in much the same fashion as subscribers to such direct broadcast satellite services as DirecTV are able to order pay-per-view movies and events.

Viewers can order Showtime during commercials airing on such Wink-outfitted networks as NBC and Court TV or while watching Showtime during free promotional weekends. Showtime also plans to use Wink technology to market its pay-per-view Event TV.

The service is expected to become available later this year.

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