Story Categories: advertising, Internet, Japan, TV,

TOKYO -- Nippon Television Network has linked with retailer Seven & I Holdings and ad giant Dentsu to launch an online shopping venture, the net announced on Monday.

    Company will launch in December with Yen 480 million ($4.4 million) in start-up capital, according to an NTV statement. NTV will hold a 51% stake, followed by  Seven & I with 35% and Dentsu with 14%. NTV will appoint the prexy. Services will begin in April.

 The main biz of the new venture will be a Web portal site selling products related to NTV shows, such as fish shown on NTV food shows or jewelry designed by NTV celebrities. Customers can place their orders on the site and pick them up  at the nearest 7-Eleven convenience store, one of a chain of 11,500 stores operated by Seven & I Holdings group company Seven-Eleven Japan. Instead of shipping or handling charges, the company will make its coin from ad revenue and commissions from site sellers.

    Customers can order from their mobile phones, as well as from their home PCs.

 NTV prexy Shintaro Kubo told the press that the inclusion of other partners beyond the original three is "under study," though he mentioned no names or dates.  "We intend to aggressively build a new business model based on our shows," he said.