Magazine article Marketing

Sky to Create 'TV High Street' for Infomercials

Magazine article Marketing

Sky to Create 'TV High Street' for Infomercials

Article excerpt

BSkyB is to launch a retail marketing channel called 'TV High Street' that will provide companies with half-hour direct-response infomercials to promote their products.

The channel will broadcast from September 2, offering a 'walled garden' of 12 companies including Argos and Kays, the UK's largest mail-order company.

Consumers will be able to choose which infomercials to view. As well as encouraging people to go out and shop, mail-order firms can publicise phone order numbers and web sites. It is thought retailers will devise exclusive offers for TV High Street.

As well as appearing on the BSkyB channel, Argos will broadcast its output in-store at its bigger branches.

Unlike BSkyB's interactive TV service, Sky Active, the channel will not offer e-commerce, but will act purely as a product and brand marketing vehicle. It will reach the 5.7 million UK households that subscribe to BSkyB. Further retailers will be invited to join, although it is understood BSkyB is keen to limit partners to around 20.

TV High Street will be promoted on BSkyB's electronic programme guide and supported by a national press campaign. …

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