Excite@Home is airing a long-form infomercial, created by Tyee Euro RSCG, Portland, Ore., a direct response and long-form TV ad agency, pitching its high-speed Internet service. The 28-minute program demonstrates the benefits of the high-speed cable and always-on Internet service for the home computer, versus traditional telephone dial-up service. The show makes the point by showing the frustration of one family's attempt to use the Internet by dial-up service and the enjoyment of the Web by another family using Excite@Home. The infomercial is airing on cable networks this month.
Copyright March 2000, Crain Communications Inc.