Watch live on ITV Hub? You are missing a great new feature for Love Island fans

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Are you watching Love Island on ITV Hub tonight? Here’s why you’re missing out on a smart new feature (Image: ITV)

If you look at the latest drama set in the Love Island villa on ITV Hub, you’re missing out on an exclusive new feature from ITV. The British broadcaster, dubbed Shoppable TV, has partnered with South Korean tech company LG to allow viewers to instantly add products from the show to their shopping cart — without taking their eyes off the latest relink.

Boots is one of the first brands to sign up for the innovative new system. So when viewers with an LG see a product they want to use in the show, a tap on the button will bring up an overlay with additional information about the item. Similar products available from Boots will also be suggested to put the product in context. In addition, users can also choose to view all products available in the episode of the show they are watching. If something is to your liking, the item will be sent to your shopping cart with an extra tap.

Paying for the item isn’t done through your television, so you don’t have to worry about entering a credit card number with your remote. Instead, a link is shared with your smartphone, allowing you to checkout securely with Google or Apple Pay in seconds.

Love Island fans with LG Smart TVs can launch the store interface at any time using their television remote control. However, you should proactively sign up to receive the notifications and use the shopping service so that those who don’t want to spend money while watching reality TV don’t suffer from pop-ups to add items to your basket.

ITV Hub Missing Feature App Streaming Update Watch Love Island

The popup doesn’t interrupt what you’re looking at, but lets you check out details about all the products on the screen (Image: ITV)

To make its new “see it, shop it” system function work, ITV relies on code from TheTake – a contextual product discovery company specializing in AI. No updates are needed to make the functionality work in millions of homes in the UK as TheTake’s technology is built into LG TV sets in the UK as standard. However, this new partnership with ITV is the first time it has been activated.

Initially launched in Love Island, ITV has already confirmed plans to roll out its new retail service in other shows in various genres throughout the rest of 2021. The Take technology is already live in the US on LG TVs in 2021, 2020 and 2019.

In the UK, all 2021 LG TVs have the technology integrated as standard, while TheTake can be added to 2019 and 2020 models via software update.

ITV Hub Missing Feature App Streaming Update Watch Love Island

Contestants Aaron and Sharon share a heart-to-heart (and brunch) on an episode of Love Island (Image: ITV)

ITV Director Digital and Creative Partnerships, Bhavit Chandrani said: “This is a unique commercial opportunity and the next natural step in what we can offer brands. Love Island has been a fantastic platform for innovation in the way we work with commercial partners over the years and is the perfect show to introduce shoppable TV before rolling it out to other shows.”

Meanwhile, Pete Markey, Chief Marketing Officer Boots UK, added: “We are very excited to be working with ITV and TheTake on this new and innovative opportunity. Shoppable TV launch as part of our wider partnership with Love Island is a great way to help customers easily buy the products they see in the villa and to recreate iconic islander looks from the show.

“It simplifies the customer journey and brings the Boots brand even closer to the Love Island audience.”

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Neela Josh
I work as the Content Writer for Gaming Ideology. I play Quake like professionally. I love to write about games and have been writing about them for two years.

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