ValueVision International Inc. CEO Gene McCaffrey announced Thursday that the
company will be rebranded ShopNBC effective Friday morning.
The name change will be accompanied by a fresh on-air look, including the use
of NBC's 'Peacock' symbol in the ShopNBC channel and ShopNBC.com logos, he added in a prepared
To prepare for the Christmas holiday season, he said, ShopNBC will break 'a
comprehensive, multifaceted advertising and promotion campaign . along with the
launch of a private-label ShopNBC credit card.'
In still other changes, ShopNBC announced:
\u0007 Star Jones will serve as the host of a new fall series showcasing products
from her 'Star Jones Collection' and name-brand women's fashions, home
furnishings and more;
\u0007 Shoe brand Easy Spirit, the Ladies' Professional Golf Association, Harrah's
Entertainment Inc. and Third Wave Marketing, a direct-response and mail-order
firm, have become program partners; and
\u0007 ShopNBC's network will, as of Friday, 'be the first network to offer
interactive click-and-buy technology on a 24-hour basis, 365 days a year.'
The network added that 3 million Wink Communications Inc.-enabled viewers
will be able to use their TV remotes to buy merchandise
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