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DRTV News Briefs: Specialty Catalog Corp. Launches DRTV Push for Especially Yours

Specialty Catalog Corp. is launching a new direct response television campaign created by Northern Lights Direct Response Television. The 60-second spot promotes Especially Yours, a mail order catalog that offers stylish and versatile wigs, hairpieces, weaves and extensions for African American women, including designs by celebrities Star Jones, Diahann Carroll and Naomi Sims. The campaign is set to rollout this month in the United States on channels like BET, BET J, Black Family Channel, TV One and WB100. Gotham Direct, New York, handles media buying.

Williams Worldwide Television announced the global launch of Dr. Grosso’s Back Relief Belt, a custom lumbar support that utilizes a hidden pump to create exactly the support level you need. In the upcoming weeks, Back Relief Belt will be available for purchase to TV audiences across Europe, Asia, the Middle East and Latin America.

USN Corporation announced a new partnership with Interactive Television Networks Inc. (ITVN), an Internet Protocol television (IPTV) company. The partnership adds USN’s “Ultimate Shopping Network” to ITVN’s current content offerings, which makes USN one of the early home television shopping networks to sell products to consumers through instantaneous remote control purchase. USN will provide a variety of unique interactive options. Consumers will be able to watch a USN show or product demonstration at their leisure and instantly and securely purchase a featured item with the “Buy It Now” key on the ITVN remote. Consumers will also be able to request more product information through their TV or e-mail, see demonstrations of other products and be introduced to similar products based on their purchase history. USN will be available in July, as part of ITVN’s basic Entertainment Plus bundle.

Northern Lights Direct Response Television and Columbia House have completed production of a new DRTV campaign to promote the Columbia House TV on DVD club. TV on DVD is a rapidly growing category capturing close to 15 percent of the total DVD market. The new DRTV campaign was designed to highlight Columbia House’s Science Fiction and Family Classics television series on DVD. Koeppel Direct, Dallas, TX, is handling media buying for the Columbia House TV on DVD campaign.

NewRoads has adopted a new name and corporate branding: Accretive Commerce. It has updated its tagline to “Integrated Outsourcing Solutions.” The re-branding establishes a new corporate identity to reflect the company’s core proposition of value creation for its partners and a newly expanded suite of integrated direct commerce solutions. In addition to new e-commerce platforms and services, the company has augmented its fulfillment and customer care services for end-to-end direct-to-customer channel solution.

DirecTV Inc. launched “What’s Hot!” — an interactive application that allows viewers to instantly access a list of the top 10 most popular programs on DirecTV in real time, any time of day. “What’s Hot!” is available on DirecTV News Mix (Channel 102) and DirecTV Sports Mix (Channel 104). With the new service, DIRECTV customers can access a list of the most popular programming in their area in categories like sports, news, movies, local channels or national programming. The instant results are aggregated from a universe of more than 15.4 million DirecTV customers. In addition to providing a tool for viewers to see “What’s Hot!” the anonymous information will also be used by DirecTV to determine which services are most popular to its customers to help make programming choices in the future.

InPulse Response Group said Scott Swanson, vice president of new business development, is scheduled to speak on a panel with industry colleagues on Wednesday, June 21 at 2:45 p.m. at the Direct Marketing Association’s DM Days show in New York. Mr. Swanson is one of five panelists in a session presented by the DMA Broadcast Council called “The DRTV Vending Machine – How to Successfully Select Your Vendors.” The session host is Danette Dickerman, director of media at Nautilus Inc. In addition to Mr. Swanson, panelists include Joan Renfrow, president at Onyx Productions, Shane Bradford, executive director of sales at TransFirst ePayment Services and Steven J. Edelstein, managing director at Fosdick Fulfillment.

Blanchard and Blair Inc. and NorthStar Studios have allied to help golfers improve their short game with The Competition 2000 Training Putter.

The average golfer spends about $1,800 on putters in his or her lifetime and every golfer, including the pros, experience difficulty putting at one time or another. The Competition 2000 Training Putter, developed by Craig Blanchard, trains the golfer to establish muscle memory and develops a consistent putting stroke with follow through. The TV offer will include the Competition 2000 Training Putter, a putter cover, an instructional video and instruction sheet on how to use the Competition 2000 to lower one’s score on the green. The Competition 2000 Training Putter can be ordered online at www.competition2000.com .

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