Dwight Schrute Bobbleheads!

In my previous post Television 2.0, I alluded to 6 recent investments that we have made bringing internet functionality to TV’s juicy markets. The most recent is Delivery Agent, a San Francisco pioneer that has cracked the code on leveraging Hollywood content into high-margin e-commerce.

Delivery Agent promises a new revenue stream for studios and networks in a world of declining ad revenues (e.g. last week J&J pulled out entirely from the TV Upfronts, depriving the industry of its typical $500 million media buy). Leveraging the interactive and transactional capabilities of the internet. Delivery Agent brings community and e-commerce to the loyal fans of movies, TV, and music videos.

Now, on the same web site that streams recent episodes, you can shop for clothes, electronics, cars, or any other prop that graces the scene. Buy Teri Hatcher’s jeans, or a Dwight Schrute Bobblehead. Load up on insignia Olympics jackets from Torino, or DVDs of last season’s West Wing. And subscribe to RSS feeds that keep you on top of the fashions and special offers, like the chance to bid on the actual miniskirt Eva Longoria wore when she tramped over to her young gardener’s apartment.






The company is already executing brilliantly, as celebrated in this week’s Entrepreneur Magazine. The Apprentice, Lost, Days of Our Lives, Da Vinci Code, Law and Order, Will & Grace, Rent, Alias, General Hospital, Martha Stewart, Monday Night Football and 70+ other shows and films have contracted to partner with Delivery Agent. And as more and more programs stream on the web, the conversion ratio of watchers-to-shoppers will obviously rise (Delivery Agent's technology will even enable Click-to-Buy while watching). Ultimately, Delivery Agent’s infrastructure will enable any manufacturer or retailer (online and offline) to drive demand by associating their merchandise with the media in which they appear.