The UK’s main public viewdata network is Prestel , operated by British Telecom, which enables the user to cheaply link into other users’ computers. The BBC’s Ceefax and ITV’s Oracle Teletext services are of a similar nature, but with little scope for communication between user. The QVC shopping channel allows real ‘teleshopping’ with some interactivity. These systems, plus several privately operated viewdata services, Offer significant scope for the transmission of information with tremendous implications for retailing. The technology would appear to be an ideal medium for linking consumers directly to suppliers or retailer, enabling the concept of ‘arm-chair’ or teleshopping. There are, however, few examples of significant teleshopping schemes in operation. This is largely due to relatively few consumers possessing viewdata technology and the limited range of prod-ucts that are presently supplied.