Crawley travel agents First Choice have announced a £10 million ecommerce strategy that will let customers talk to travel advisors through their televisions.

The firm's staff will appear live on television screens along with video clips, maps and diagrams promoting holiday packages. Customers will speak to advisors on the telephone.

The project is named iSee TV and will go live on the Telewest cable service later this year. First choice has also closed deals with cable operators Open and NTL.

Peter Shanks, First Choice managing director of UK distribution, said: "We believe the real growth in ecommerce will come about through digital television. That's why we're so excited about the possibility of iSeeTV and why we've got firm agreements in place with the leading digital television companies. New technology is helping us bring holidays to life."

Travellers will also be able to 'walk-through' hotels and resorts using touch-screen terminals in First Choice stores. The firm is also launching four websites. Its online operation is at travelchoice.com and a watersports and cruise operation is featured on sunsail.com. Two new sites for booking flights will also be launched - globesavers.com and air2000.com.

travelchoice.com will offer internet access through television sets in Telewest regions from March 27. A Holiday Cybermarket store in Chester will allow customers without internet access to use the company's online services. They will use videophones to make holiday bookings.

The company's research estimates 30 per cent of flights, 20 per cent of late holidays and 15 per cent of brochure holidays will be sold online by 2003. First Choice sells more than 4 million holidays a year and currently owns 257 high street retailers and 24 out of town Holiday Hypermarkets.

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