Earlier this week, interactive TV company, FourthWall Media (formerly BIAP), announced that it has teamed with online payments specialist, PayPal, on a solution "to bring safe and easy payments to TV." According to the company, the solution will enable cable operators to deploy applications on their EBIF platforms that allow viewers to access their PayPal digital wallets for tcommerce payment. Dubbed the TV Buy Button and powered by PayPal X, the new solution is billed by FourthWall as incorporating a wealth of possible interactive TV experiences, ranging from in-depth set-top box platform technology to numerous programming and advertising widgets, in broad deployment.

In this recorded interview with [itvt]'s Tracy Swedlow, FourthWall's chief product officer, Ellen Dudar, discusses the new tcommerce solution and its significance. An unedited transcript of the interview is also included below.