QVC strikes b’cast deal on KYW

NBC affiliate KYW-TV, Philadelphia, and home shopping network QVC have joined to produce short sales pitches that KYW will air instead of regular commercials during key daytime programs.

The spots are part of a four-week test in which KYW will air the five-minute sales spots four times a day. KYW has earmarked advertising time within the syndicated shows “Montel Williams,””Geraldo,””Vicki!” and “Joan Rivers”

Under the terms of the deal, QVC will produce the segments while KYW puts up the advertising inventory involved. Both parties will share in any revenues derived from the spots. Local media personality Eddie Bruce and current QVC host Molly Daly will host the “QVC on KYW-3” segments. Spots will air at 9:55 a.m, 10 :55 a.m, 11:55 a.m. and 12:55 p.m.

For the Group W-owned KYW, the spots are the continuation of a plan to get direct marketing programming on the air. The station tried and failed with “On Sale Today” a half-hour pilot it produced that featured products from local retailers.

“We’ve been anxious to do other projects,” said a station spokeswoman.

The spots will air weekdays, with a different product category spotlighted each day. For example, jewelry will be the focus on Monday.

“The program gives KYW’s morning viewers an entertaining way to shop and gather information on some innovative products,” Jerry Eaton, director of KYW Enterprises said in announcing the deal.

“It’s both good business and good television,” Ron Giles, executive VP at QVC said.

Should the spots do well on the station, both parties believe the segments could become a regular feature on the station’s lineup in 1993.

With the proliferation of infomercials, stations around the country, as well as the broadcast networks, have been looking for alternatives to infomercials as a way to produce additional cash flow.

There has been talk that NBC was interested in a home shopping type show for daytime and ABC recently completed a four week test of “Nightcap” a program that mixed entertainment with a direct sales approach.

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