VALUE VISION POUNCES: Value Vision International, a Minneapolis-based home shopping network, is doggedly pursuing its hostile tender offer for National Media, an infomercial company located in Philadelphia. On Monday, Value Vision filed a preliminary proxy with the Securities and Exchange Commission to elect its slate of nominees to National Media’s board of directors. Value Vision also began a tender offer to purchase shares of National Media. The two-step transaction, which includes $10.50 for each share of common stock, would be valued at $130 million.
A spokesman for National Media said the company has begun identifying other firms that might be interested in a partnership.
FAD OR FASHION?: Actually, both. Fashion and Design Television (FAD TV) will be launched this fall as a fashion magazine show with elements of home shopping.
“We’re positioning ourselves as an entertainment-driven network, with a very soft-sell home shopping component,” said Anthony Guccione 2nd, founder and president of FAD TV. “Consumers are still wary of being hawked to. The ideal way of marketing to consumers is by developing the right entertainment-driven framework where merchandise can be represented in the best light.”
FAD TV’s main source of revenue will be advertising. Home shopping will be a secondary stream of income. Guccione said he plans to sell everything from “high-priced couture offerings” to popular-price clothing. He said he’s pitched the idea to European designers, but hasn’t gotten any commitments yet.
TV ORIGINS: Estee Lauder Cos. has been fine-tuning its long-awaited infomercial for Origins Natural Resources. In the meantime, the company is considering testing other modes of television home shopping, such as QVC, Home Shopping Network or Q2.
“We have some ideas,” said Sharon LeVan, senior vice president of corporate creative marketing development at Lauder. “We’re talking to everybody.”
Rx FOR DOLLY: Revlon is doctoring its Dolly Parton infomercial, which aired in test markets in November.
Industry analysts said the infomercial, for Dolly cosmetics, focused too much on Parton and too little on the products, and they wondered whether Parton’s heavily made-up look would appeal to the average woman.
“We shot new segments featuring a lot of other women along with Dolly, applying their makeup, to feature the natural look,” said a Revlon spokeswoman. “There are all kinds of different consumers looking for different looks.”