Williams, Tele Achat ink deal

Belgian home shopping channel gets direct response

L.A.-based Williams Worldwide Television has reached an agreement with Belgian channel Tele Achat to provide direct response television programming through 1999.

Funded in part by the local government for French-speaking Belgium, Tele Achat is a new 24-hour home shopping channel, launched by the same team that created HSS, a home shopping provider in France.

Tele Achat’s programming slate will combine two different formats — live home shopping and taped infomercials.

The U.K.’s Channel 5 also test-ran a series of Williams’ short-form programming for two weeks last month and will determine a rollout strategy shortly.

Williams Worldwide has also upped London-based marketing exec Michael Fitzpatrick to international marketing director, a post in which he will devise media strategies and business opportunities throughout key European territories.