DRTV News Briefs: HSN Testing U.S. Digital TV Shopping System

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Home Shopping Network is beta testing the first shop-by-remote system for digital television subscribers to be available in the United States. QVC  is testing a similar system in Britain with operator BSkyB. The HSN system is currently in test in the New York metro region and Hawaii.

New York City-based Meltzer Media Productions  wrapped production and post-production of short form direct response television spots for "Hold the Fire", the new album from singer-songwriter Tommy James. Meltzer principal Jeff Meltzer wrote, produced and directed the campaign, shot on location at Taylor Made Recording Studio in New Jersey, where the album was recorded. The spots feature Mr. James, famous for hits like Mony Mony and Crimson and Clover, performing songs from his new album. The DRTV campaign will roll out nationally next month.

DMW Direct and client Blue Cross Blue Shield of Kansas won a 2006 Zephyr Award for a DRTV commercial called "Party Line." Blue Cross' objective was to sell AffordaBlue, an individual health insurance plan for Kansas residents under age 65 who don't have group health insurance coverage. The cost per lead was 24 percent lower than the control and it generated 61 percent more leads than the control, the agency claimed.

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