FourthWall Media, in an agreement with PayPal, will make it possible for cable operators to deploy applications on their EBIF platforms to allow T-commerce.

FourthWall’s TV Buy Button combines a wealth of interactive TV (ITV) experiences, ranging from in-depth set-top box platform technology to numerous programming and advertising widgets. FourthWall’s TV Buy Button is powered 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," said Tim Peters, FourthWall CEO, in a statement. "These applications and others will benefit enormously from having an integrated TV Buy Button. Programmers and cable distributors can find new and exciting ways to generate revenue. Imagine someday watching your favorite basketball team and being able to instantly purchase a Mavericks jersey with the simple push of a button on your existing remote.”

Future versions of the TV Buy Button will support cable bill payment and other transaction types within FourthWall’s TV Widgets and Ad Widgets products.

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