QVC to b’cast celeb events

Net to produce special for MusiCares

QVC, eager to dispel the perception that its viewers are mostly senior citizens with nothing better to do than call in their orders for the latest in cubic zirconia, has signed the John Schreiber Group to produce live broadcast events bristling with celebrities.

Schreiber delivered recently with the “Shoes on Sale” benefit dinner that QVC covered live. Shoe manufacturers donated more than 80,000 pairs of shoes, which QVC sold over the air, turning over the proceeds to breast cancer research.

The next special, says Schneider, is the Feb. 19 dinner for MusiCares, the charity created by the National Academy Recording Arts and Sciences. QVC’s cameras will be on hand to interview celebrities live, record some of the performances and sell CDs donated by the record labels.

Schneider says specials like these will drive younger viewers to sample QVC, and maybe even to start buying some of the products. The specials will also attach the QVC name to worthy charities pushed by major corporations. “QVC wants to expand its brand image,” he says.

A spokeswoman for QVC says 75 million subscribers have access to the network, adding that 6.5 million people ordered a product through QVC in the last year. The network’s Web site iQVC, created in September 1996, has grown to become one of the most profitable general retailers on the Internet, she says.

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