QVC in home shopping deal with Televisa

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LONDON--Mexican media giant Televisa's terrestrial TV channel Canal 4 relaunched home shopping operations in Mexico this month with input from U.S. home shopping company QVC.

CV Direct, an all-night shopping channel, offers an average of 35 products per night between 12:30 a.m. and 7 a.m. Most of the products are exercise machines, electrical kitchen appliances and beauty aids.

QVC and Televisa operated a home shopping joint venture called CVC between November 1993 and February 1995 in Mexico. The project ended abruptly, a victim of the financial crisis which hit Mexico in December 1994.

Televisa says its only involvement with CV Direct is the rental of TV time and telemarketing facilities to QVC. CV Direct uses dubbed U.S. infomercials lasting between two minutes and 35 minutes each. Former CVC coordinator Patricia San Pedro heads the new operation.

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