IPTV Corp. is formally launching an interactive television channel on News Corp.’s British Sky Broadcasting (“Sky”) satellite television service this week in the United Kingdom and Ireland. The Los Angeles-based company calls the service, available to 21 million viewers in 8.5 million households on channel 670, the first multi-play dynamic-pricing television commerce platform in the world -- essentially, shopping as a competitive sport.

IPTV’s channel will feature a fast-paced, competitive, trading-floor atmosphere that provides live, real-time auctions combined with live video. The company said it combines traditional TV commerce elements seen on Liberty Media's QVC Network and IAC/Interactive's Home Shopping Network along with dynamic pricing mechanisms found on websites like Ebay and TV game shows like "The Price is Right,” creating an interactive, competitive television viewing and shopping experience.

While other companies in the UK have launched auction-oriented channels, IPTV Corp. founder Michael Reinstein said his company is the first to offer a multi-play, dynamic platform. The fast-paced programming uses dynamic pricing models and a variety of auction styles, including rising price options, price drops as seen on QVC, name your price, similar to what Priceline.com does, as well as other chase auctions.

"What makes our channel unique is that it’s truly dynamic," Reinstein said. "It is much more compelling - the pricing is dynamic and interactive in the sense that everything is driven by the market."

IPTV Corp. said it expects to bring a new level of interactivity to millions of Sky viewers. The interactive TV company is also focused on developing innovative video commerce technologies for wireless, satellite and broadband-based IPTV platforms.

IPTV Corp. is the latest company to join the trend of creating an interactive TV platform. These channels and services offer alternative revenue streams from advertisers and through a business model borrowed from the Internet, which includes pay-to-play games, e-commerce and browsing shopping sites as users might online.

IPTV’s channel is the fifth to be added to Sky’s interactive entertainment channels. The satellite company also offers Sky Vegas Live and three commercial channels, Sky Active, Sky Gamestar and The Betting Zones.