I have learned that cells can be immortilized by induction of certain type of viruses such as EBV or by fusion with a cancer cell (hybrid cell). Now there is a method called "telomerase cDNA" to immortolize any cell you need to keep dividing. How this new methodolgy works? any products in the market regarding this?

Several methods exist for immortalizing mammalian cells in culture. Viral genes, including Epstein-Barr virus (EBV), Simian virus 40 (SV40) T antigen, adenovirus E1A and E1B, and human papillomavirus (HPV) E6 and E7 can induce immortalization by a process known as viral transformation. Although the process is reliable and relatively simple, these cells may become genetically unstable (aneuploid) and lose the properties of primary cells. For the most part, these viral genes achieve immortalization by inactivating the tumor suppressor genes that put cells into a replicative senescent state.

The preferred method to immortalize cells is through expression of the telomerase reverse transcriptase protein (TERT), particularly those cells most affected by telomere length (e.g., human). This protein is inactive in most somatic cells, but when hTERT is exogenously expressed the cells are able to maintain telomere lengths sufficient to avoid replicative senescence. Analysis of several telomerase-immortalized cell lines has verified that the cells maintain a stable genotype and retain critical phenotypic markers.

ATCC (www.ATCC.org) sell the plasmid eukaryotic expression plasmid containing the hTERT cDNA (catalog number MBA-141) so that you can immortalize your own cells.