Comcast and Ticketmaster are rolling out a feature to let Xfinity X1 customers search tour dates and begin the ticket buying process directly through their televisions — using voice search on their remotes.
The feature’s launch coincides with the first tickets going on sale for Kelly Clarkson’s new tour.
If users speak “Kelly Clarkson tour” into their voice remote, they’re sent to a dedicated Kelly Clarkson destination (which, surprisingly, isn’t a purgatory of bland pop power ballads).
To be clear, customers can’t actually complete an order using the voice tool. Instead they can get set to this destination where they will receive a prompt to buy tickets and then opt in to receive a text with a code that will enable them to buy tickets online.
If that sounds like an incredibly circuitous and unwieldy process to find tickets to concerts nearby for artists someone likes, that’s because it is.
Customers will see a promotional tile with an option to “get tickets” which will let them find a list of performances and corresponding dates at venues — powered by Ticketmaster’s API. Those customers can then opt to receive a text message with a code that they can use to complete the purchase online.
“Our team is always thinking of new ways to reach more fans by extending Ticketmaster’s open platform,” said Dan Armstrong, Senior Vice President & General Manager, Distributed Commerce for Ticketmaster in a statement. “This partnership with Comcast is a groundbreaking way to discover events and buy tickets.”
The new feature is certainly groundbreaking. It also seems extremely unnecessary.
For the Kelly Clarkson superfan, the X1 “experience” also includes the ability to stream her music through Pandora, watch music videos, and the singer’s appearances on The Voice — as well as watching clips from previous tours and see her web series A Glass of Wine.
“Fans can now go to Kelly Clarkson’s dedicated destination on X1 to enjoy her music and shop for tickets to her much-anticipated tour right on the TV via this seamless integration with Ticketmaster,” said Nancy Spears, Vice President, Strategy & Execution at Comcast Cable, in a statement. “X1 enables us to unveil new and innovative experiences that complement and elevate content across the plaform and to add more value for customers by giving them more ways to interact with the events, entertainment, performers and brands they love.”