Flextech takes TV shopping to Internet

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LONDON--U.K. pay-TV group Flextech is launching its first transactional Web site, based on its TV shopping channel Screen Shop.

The group, whose channels include Bravo, Playboy TV and Challenge TV, is "currently undertaking experiments into the cross-migration of viewers from our TV programs to Internet sites," according to Krista Johnson, head of interactive sales and marketing.

By promoting the Screen Shop Web site address on TV, Ms. Johnson says it'll be possible to gauge response levels on the Internet site.

The Screen Shop Web site will market around 25 products initially, ranging from homeware to children's toys. Flextech research shows viewers who make one purchase are likely to make at least four more purchases in the same year. 1

Copyright November 1998, Crain Communications Inc.

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