Field Reports
USA Live Broadcasts Internationally < CONTINUED FROM PAGE 8
USA Live’s first agreement with
an overseas home shopping partner is
with Ideal World, which will allow
marketers and presenters who utilize
the Florida studio to reach more than
10 million U.K. homes. The partnership includes a teaming of an American host along with one of Ideal
World’s U.K. hosts during the satellite broadcasts. “Lori Leland, who
used to run HSN’s morning show,
will be our American host,” Harrington says.
The initial 12-hour, two-day
event in late March featured four
marketers — Samy, leader of his
eponymous haircare brand; Suzy
Hammond, who pitched the Majestic
leather bag (also known as the Buxton leather bag in the U.S.); Profes-
sor Amos’ cleaning products; and
Cynde Watson, who pitched her cosmetic line made famous on HSN —
rotating one-hour shows.
“We will start with monthly
broadcasts, two days in a row, much
like our initial run,” says Harrington.
“Ideal World will run it live on its
main channel, and has two other
channels plus taped shows overnight,
which will allow for replays.”
The key, according to Harrington,
is the ability for USA Live to not
only bring the biggest American
products overseas — initially to the
United Kingdom and eventually expanding across Western Europe and
into Asia — but also to allow the
biggest U.S. product marketers to
reach those markets without the
Offering seamless integration of
TELEVISION | INTERNET | DIGITAL
Former HSN host Lori Leland will be
one of USA Live’s studio hosts.
tough travel involved.
“For example, Tony Little will go
to the U.K. once a year, but he really
doesn’t like the travel to get into
other markets that much anymore,”
Harrington says. “USA Live will
allow him to stay home in St. Petersburg and still reach all those markets
with his product lines.”
DRTV’s Online Video Library
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“Users can also get vital information
on each ad that appears on the site, such
as length of ad, category, price, premium
or upsell offer, product description and
host on more than 200 DR ads,” says
Yarrington. “It also allows creative agencies and media buyers to easily compare
the products and shows they worked on
with competitors’ shows.”
At the same time, the site is fully
transactional for consumers searching
for DRTV products. Users will have the
option to visit the exclusive single-page
Web sites of each product featured on
AsSeenonResponse TV.com — the sites
used by marketers to sell the product.
The site will also allow Response to
create exciting new online research for
its readers. “The site’s measurement capabilities, behind-the-scenes, are extensive,” says Thomas Haire, editor-in-chief
of Response. “Within months of launch,
we will have a trove of new research for
our magazine readers about the popularity of different products and categories in
the online space.”
