OVERLY ANXIOUS FOR ARDEN: The current QVC program guide has a listing on Feb. 12 called, “The World of Elizabeth Arden.” Apparently, the listing was news to Arden.

The cosmetics company has been working on a fragrance project with QVC for some time, but said QVC jumped the gun.

“There’s no product,” said an Arden spokeswoman. “It’s something that had been in roughest discussions and they put it into the guide before we said they could. They booked our air time before we new they were doing it.”

QVC executives could not be reached for comment.

MICRO-MARKETING: MicroMall Inc., a Des Moines, Iowa, company that develops and operates interactive kiosks, is bringing its shopping experience into homes.

Last week, the firm said it would distribute its programming on a national interactive television system run by ICTV. MicroMall’s kiosks sell products from J.C. Penney & Co., Lands’ End, and Hammacher Schlemmer. Consumers browse merchandise stored on compact discs, then make a selection by touching a screen similar to the one on an automatic teller machine.

The kiosks are in office buildings and hotels.

“It’s a natural step for us,” said Bob Sorensen, director of advanced system sales for MicroMall. “Part of our plan was to take what we learned from the kiosk business and put it into interactive shopping.”

ICTV in Santa Clara, Calif., will test its interactive TV system — which will include MicroMall’s retail programming — in several markets later this year. The ICTV technology uses existing cable television or advanced phone systems.

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