Web, DRTV Will Push TV Show Memorabilia

Global-QVC Solutions and four national cable networks have partnered to market merchandise related to the networks' popular television programs via direct response television and the Internet.

Cable broadcasters teaming with Global-QVC are the Golf Channel, Comedy Central, classic television channel TV Land and PAX, a family programming channel. Global-QVC is developing e-commerce Web sites for the cable stations and will handle customer service, fulfillment and inbound teleservices.

The cable stations will air 30-second DRTV spots to promote the products, many of which are still under development. The cable broadcasters will run the spots during the appropriate time slots.

For example, a DRTV spot aired during a recent “I Love Lucy” marathon on TV Land promoted a commemorative 50th anniversary “I Love Lucy” wristwatch. The spot called on viewers to visit the TV Land Web site or call a toll-free number to buy the product.

“That's what separates us from traditional direct response. Our marketing is very targeted,” said Damon Mintzer, president of Global-QVC. “You don't have to search for an audience.”

Other products included among Global-QVC offerings are “The Andy Griffith Show”-themed cookie jars and merchandise relating to Comedy Central's “Daily Show,” “The Man Show” and “South Park.” TV Land and PAX are already running DRTV spots offering several different products each.

Global-QVC will use its 300,000-square-foot warehouse in Louisville, KY, to provide fulfillment support to the DRTV effort. Its contact center in King of Prussia, PA, will provide inbound teleservices support with 100 active workstations.

Global-QVC is developing and hosting the commercial Web sites of its cable partners. The Global-QVC sites are integrated with the networks' existing Web sites and are designed to appear as if the networks themselves are operating them.

“The network, at the end of the day, retains creative control,” Mintzer said. “We're just emulating the brand.”

Global-QVC launched commercial Web sites for TV Land and PAX last year. Comedy Central's effort is scheduled to begin in the second quarter of this year, and the Golf Channel site was expected to go live in early March.

Global-QVC, Los Angeles, is a division of Global Sport Inc. Home shopping network QVC, West Chester, PA, is the largest shareholder in Global Sports.

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