Home Shopping Network gets new name, look

February 5, 1996 by Patti Summerfield

The Canadian Home Shopping Network has been relaunched as The Shopping Channel.

Rael Merson, executive vice-president, cable services for Rogers Broadcasting, says the makeover is mostly the result of a change in the appearance of the network.

Merson says that until a ruling last year by the Canadian Radio-television and Telecommunications Commission, the Canadian Home Shopping Network had to use still-motion shots of product, resulting in a jerky-looking motion.

Under the crtc ruling, the network can now use full-motion shots.

Merson says the dramatically revamped look prompted the name change for the relaunch.

‘We really wanted to make a clear break,’ he says. ‘Put it behind us and move onto something different.’

In addition to the new name and on-air look, merchandise is also being presented differently.

Merson says instead of the random way merchandise has been offered in the past, The Shopping Channel will have a programmed schedule.

Viewers will know when to tune in for various product categories such as jewelry, clothing or electronics.

Viewers will also be offered a wider range of merchandise than what they are seeing on-screen.

‘For example, on-air you might say we’ll be selling five types of vcrs, however, we want to tell you that we have 25 others in our inventory, and that for further information you can call our telemarketing line,’ Merson says.

‘This is an attempt to broaden the appeal of the service and range of merchandise we’re carrying,’ he says.

The new strategy is also aimed at broadening the channel’s appeal to males.

Merson says while The Shopping Channel viewers are equally split between men and women, 70% of those buying are women, primarily 25-plus.

‘We feel we continue to serve women 25-plus successfully, but are definitely going to attempt to gain more male buyership,’ he says.

‘We know they’re watching, now we want them to buy a little.’

Merson credits Prism Communications of Toronto as the guiding force behind the relaunch.

The Shopping Channel’s new agency has been fully involved, from the merchandise offering and broadcast format through to customer satisfaction systems.

Prism will also be handling advertising for The Shopping Channel, although the relaunch campaign is not expected until late summer once the channel has perfected its programming changes.

Merson says the theme is the virtual shopping centre.

The campaign will include brand advertising on television stations other than The Shopping Channel, and print advertising in tv listings magazines to educate the public about its new merchandising/programming schedule.

Previously, The Shopping Channel used agencies J. Walter Thompson and Taylor Tarpay. PS