By  on April 10, 2014

Flash sales are popping up on TV shows such as “The Wendy Williams Show,” “Extra,” “E News” and “Un Nuevo Día.”

In two-and-a-half- to three-minute segments, these celebrity-curated pop-up events feature about three to seven products in categories such as accessories, fashion, home, beauty and electronics. The viewer places orders for merchandise online. TV shows highlight in-season merchandise at “massive discounts,” said Dexter Hutchison, founder and chief executive officer of Telewise, the Culver City, Calif.-based company which specializes in TV flash sales and manages the process from end to end. Telewise handles brand and product sourcing, Web management, e-commerce support, customer service, fulfillment and data collection.

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