DriverTV is an example of how TV is playing catch up to the internet in terms of interactivity.

Shopping for a car without the stereotypical hassle from the salesperson is the basis of appeal for driverTV, a year-old on-demand cable service offering potential customers an interactive experience with cars and trucks they may be interested in purchasing, writes the Wall Street Journal.

With only about 5 million individuals interested in purchasing an automobile in a given month, driverTV positions itself as a way for auto manufacturers to offer exposure to highly interested leads. The auto manufacturers are getting into the act themselves by offering competing on-demand programming. GM is featuring 60 of its current models on the Time Warner, Comcast, Cox and Cablevision systems.

DriverTV has grown from 40,000 viewers in its first month last November to 800,000 viewers in August. Available in 46 of the top 50 cable markets, driverTV now has around 100 of the 285 new autos on the U.S. market. By year's end, that number will be much higher as more manufacturers pay to have their cars and trucks featured.