NBC expects to have sales figures and ratings early this week on “Mall of America,” the one-hour home-shopping pilot that aired last Friday on over 100 affiliates, reaching nearly 70% of the U.S.
The show, originating from the Mall of America in Bloomington, Minn., featured several major retailers, including Bloomingdale’s, Nordstrom, Nature Co. and Williams-Sonoma.
ABC tried a similar venture last year involving interactive retailing with the short-lived late-night show “Nightcap,” but NBC maintains that the “Mall” test marks the first time such major retailers have sold merchandise on a national basis over broadcast television.
Other companies offering merchandise included B. Dalton Bookseller, Oshman’s Sporting Goods and Brookstone.
NBC preempted the gameshows “Scrabble” and “Scattergories,” which are being replaced this week by the talkshow “John & Leeza” and gameshow “Caesars Challenge,” to make room for the special.
The results will be evaluated before deciding whether the home-shopping venture will be repeated.
The network has also been involved in a separate gameshow pilot from DIC Enterprises, “Incredible Mall,” which would feature a home-shopping element. That show is being produced as a series for Spanish-language network Telemundo and will use the same set to shoot a pilot for NBC (Daily Variety, Feb. 19).
DIC and Sternberg/Brough Prods. will tape the pilot today in Florida, shooting both in English and Spanish. KTLA weatherman Mark Kriski will host the NBC version.
In addition to Barry Diller’s involvement with the QVC network, drawing attention to the home-shopping arena, several retailers have recently announced plans to explore that area, including a “TV Macy’s” channel by the department store and Cablevision Systems Corp.