Electronic Retailer - July 2011 - 9

INDUSTRY REPORTS

TV Goods to Revolutionize Home Shopping, Starting with AsSeenonTV.com
CLEARWATER, Fla. – TV Goods has some ambitious plans in the works, the first step of which occurred on June 2 with the purchase of AsSeenonTV.com and its toll-free telephone number. That acquisition, as well as a partnership with Delivery Agent, is part of CEO Kevin Harrington’s plan for the company to take home shopping to the next level. AsSeenonTV.com represents today’s most highly trafficked catalog of direct response products, with more than 2 million customers, 700,000 email registrants and hundreds of thousands of unique visitors each month. In Harrington’s view, the site has the potential to branch even further. Harrington is no novice to the direct response industry, with 500 products and $4 billion in combined sales under his belt. But according to Harrington, there is a lot more to turning profits in this industry than just good products and charismatic spokesmen. “The real money to be made in this business is on the back end,” he says. This new undertaking will begin with the expansion of AsSeenonTV. com. Harrington explains that television has the ability to bring products to life and “sell the emotion of why somebody needs the product,” and he wants to bring that same quality to the website. One of the ways he will do that is with the addition of “Deals of the Day” videos that feature celebrity spokespeople. Work on “Deals of the Day” videos is already underway, with products lined up for a launch in mid to late July. There also will be new products available on AsSeenonTV.com. Harrington says that whereas now the site primarily hosts items priced in the $9.95 to $19.95 range, in the future there also will be more corporate branded products available. The site also will begin offering products directly from popular television shows, including True Blood and NCIS, through its partnership with Delivery Agent, which powers commerce for more than 200 entertainment, sports and media websites. A few of the end results of the partnership between TV Goods’ and Delivery Agent will be unveiled at the 2011 ERA D2C Convention in September and to the public in the around Christmastime. For instance, by taking advantage of TV Wallet, Delivery Agent’s transaction engine, TVGoods will expand its order processing capabilities to include web, mobile and interactive television, including “one-click” purchasing, which will enable consumers to purchase products by remote control. Harrington posits that these changes, especially the instant ordering, will likely appeal to younger and older generations – the former appreciating the technological simplicity, and the latter enjoying the elimination of the up-sell and hassle that often comes with ordering by phone. “AsSeenonTV.com is a big winner in the direct response industry,” Harrington says. “Dan Fasano knew this when he founded the site, and we are carrying on his legacy.” – Laura Bradley

ERA Members Win Big at Annual International Telly Awards
NEW YORK, N.Y. – The winners of the 32nd annual International Telly Awards were announced last month, with many ERA members receiving Silver and Bronze awards for their submissions. In total, ERA members received 67 awards, 13 of which were Silver – the highest award a company can receive. Silver winners included Cesari Direct, Discovery Communications, ESPN, Hasbro, M2G Media, Quigley-Simpson, QVC Inc. and Sincbox Media. Cesari Direct, ESPN, Hasbro, Quigley-Simpson and QVC Inc. also received Bronze Awards. Other member companies that took home Bronze awards include AARP, Comcast, Hawthorne Direct, Jewelry Television and Mercury Media. The Telly Awards honor the very best local, regional and cable television commercials and programs, as well as the finest video and film productions and work created for the web. Since 1978, its mission has been to strengthen the visual arts community by inspiring, promoting, and supporting creativity. The 32nd Annual Telly Awards received more than 11,000 entries from all 50 states and five continents. For more on the International Telly Awards, please visit tellyawards.com. – Laura Bradley

2011 ERA D2C Convention: Register Now
Register now for the 2011 ERA D2C Convention, Sept. 13-15 in Las Vegas, Nev. Members who register before Sept. 9 receive $200 off the price of an All Access Pass or $50 off the price of a Show Floor Pass. Visit www.d2cshow.org/registration.html for information.

ERA to Host Session During OMS Chicago 2011
ARLINGTON, Va. – Are you planning to attend the Online Marketing Summit & Integrated Marketing/Technology Expo Chicago in July? 9

July 2011 | electronicRETAILER

Electronic Retailer - July 2011

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