• by Joe Mandese  @mp_joemandese, May 2, 2023

Parent NBCUniversal has long-positioned the prime-time content on its namesake broadcast network as "must-see TV," but it has modified the branding for sister streaming service Peacock to "must-shop TV."

In one of several new ad formats (see related story) he unveiled during its newfront presentation in New York City this afternoon, NBCU Executive Vice President Peter Blacker demonstrated a seamless "Must-Shop TV" unit "combining streaming and shopping into one seamless experience."

You can see a video demonstrating it below, but Blacker said the format "starts in browse, where users can see sponsored signals informing them which content is shoppable.

"While viewing, a notification prompts the viewers they can shop just what they're watching," explained.

"Once they opt-in, they are brought to a screen where they can browse 'Top Chef' must-haves and add it to their wishlist," he continued, adding that viewers also have the option of completing their purchase in real-time, or if they wait, they will receive a push notification prompt for them to complete it later.