QVC Cuts Back on Live Programming
QVC is experimenting with its format, going from 24 hours of live TV on its main channel to 19 hours.
The pilot, which began on Oct. 7, is expected to last four weeks at which time it will be evaluated, according to a post by a QVC forum host. In that post, it was reported that the test began at 2 a.m. Eastern on Oct. 7 and QVC would re-air its Today’s Special Value (TSV) midnight programming between 2 a.m. and 7 a.m.
“At QVC, we are constantly evolving our on-air and online programming experiences to meet the needs of our customers and provide them with engaging content. As part of this, QVC is currently piloting the use of previously aired programming on the main channel in the overnight hours. This provides customers more opportunity to engage with our most popular programs and product presentations. The use of previously aired programming is currently used on our other OVC broadcast channels—QVC 2 and OVC 3. As always, we pay close attention to customer feedback and continue to evolve our retail experiences in response.”
Shopping channel HSN, which is also owned by Qurate Retail Group, already re-airs programming on its main channel during that same overnight time period.
Source: HFN Digital