• Advertising Age, Friday, November 23, 2012 12 PM

Viewers of Fox's "New Girl" wil now be able to buy products featured on the show through an American Express partnership with the Fox Now app.

Amex's experiments in interactive TV also include its digital channel, available since September on such pay TV systems as Cablevision, Direct TV, and Verizon Fios. The channel is like "a TV commercial that is always on -- you just have to decide to find it," writes Brian Steinberg. It's also like a corporate Web site with editorial content, since it lets viewers not only "explore member benefits, learn about various American Express cards, [but also] play games, get updates and watch original content," adds Steinberg. Viewers are directed to the channel through interactive ads.

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