IndieShop To Join Home Shopping Fray June 14
Former Time Warner Cable Exec Perrucci Sets Launch Via Time Buys, Revenue-Sharing Arrangements
Mike Reynolds -- Multichannel News, 6/4/2010 3:45:15 PM
There will be a new entrant in the home shopping field later this month.
IndieShop, founded by a former Time Warner Cable executive, will begin offering limited-run handbags, scarves, jewelry, home décor, pet accessories and other specialty goods, via programming slots garnered through time buys with a host of cable operators and broadcast stations.
IndieShop, the brainchild of Melissa Perrucci, a former TWC media sales executive in New York, is set to launch June 14 in front of 40 million homes. In addition to the time buys, some of the carriage has been secured via revenue-sharing models , according to a spokeswoman for the venture. The goods also will be available at www.IndieShop.com
On-air, IndieShop will average about 10.5 hours weekly with its initial group of carriers, with typical segments running in a trio of half-hour intervals, largely in overnight and early-morning windows.
The programmer, working with Wizebuys TV, a satellite-infomercial network owned by Cross MediaWorks, a New York-based multiplatform media concern, said it has carriage on various stations and with systems owned by Charter, Time Warner Cable, Cox, Insight, Atlantic Broadband, Suddenlink, RCN, Buckeye Cable and Comcast in 33 states and the Washington D.C.
According to a list of distributors furnished by IndieShop, the regional service The Comcast Network will present the service throughout the state of Pennsylvania.
Initially, programming will comprise taped segments, showcasing various vendors proffering their goods. Hosts will lead conversations with the designers both in-studio and on location at their work settings. IndieShop will also present "behind the scenes" lifestyle programming about the designers and their trades.
Vendors will interface with customers and fulfill orders directly, processed via an e-commerce site and mobile applications.
Perrucci, who is serving as executive editor, said she came up with the idea last year while travelling with her husband in China, Vietnam and Bali. In Asia, she became inspired by the variety of handmade fashions, artworks, gifts and other goods created by area craftsmen and then approached Cross MediaWorks about the project.
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