TiVo Inc. and Amazon.com Inc have joined hands to initiate a new service called "Product Purchase", which will enable consumers to purchase products from Amazon.com through their television sets, using their TiVo remote controls.

The consumers who have TiVo video recorders, will see links to buy CDs, DVDs, and books, on TiVo's various onscreen menus. These products will be the ones promoted by the guests on talk shows like "The Oprah Winfrey Show,"The Late Show with David Letterman," and "The Daily Show." Consumers will be able to make purchases by using a secured PIN associated with their Amazon.com accounts.

TiVo is planning to offer this feature to advertisers and programmers in the coming months, so that the viewers have a choice to order and receive products advertised during the commercials and live shows. Under this service, if a viewer wants to buy and advertised item during a broadcast, TiVo will record the rest of the program so that the viewer can always return to it after the purchase. This service will also allow TiVo users to save their intented purchases in their Amazon.com accounts and return to the site later to complete the purchase.

TiVo and Amazon are already associated with Amazon's Video on Demand service, under which the owners of broadband-connected TiVos are able to downlaod movies and Television shows to their set-top boxes from Amazon's digital video store.

By this move, TiVo's attempting to shift from a set-top box manufacturer, to an innovator, developing advertising technologies for the Television Industry.