Say you're watching a cooking show on television and you see some ketchup. Tasty, right? Salivating? Need some ketchup right this second? Look no further than KDDI's "smARt" television viewing concept, which uses your phone as a tool to get more information on stuff you're seeing on the boob tube in real time. Using an Android-powered Sharp IS01 to demonstrate, KDDI's crack team of presenters showed some delicious-looking food on screen then captured it with the phone's camera, which ultimately resulted in being redirected to a site where you could purchase a bottle of Hunt's for ¥650 (about $7.83). Of course, considering that TV itself can be interactive in a variety of ways, it seems a bit much to bother getting your phone involved while you're trying to zone out on the couch... but hey, whatever gets us to our Utopian dream of real-time ketchup purchases the fastest is where we want to be. Follow the break for video.


KDDI's 'smARt' television viewing concept links phones to consumerism at long last