Torstar rebrands infomercial channel


Toronto, Torstar Media Group Television (TMG TV) announced today that it has changed the name of its 24 hour infomercial channel from Toronto Star TV to SHOPTV Canada.

The television division, founded in 1997, operates a 24 hour teleshopping channel servicing the Greater Toronto Area reaching 750,000 viewers in an average week. The name change more accurately reflects the business activity of the division today, and prepares it for future growth and development said the company in a statement.

The infomercials span a large range of categories including health & fitness, financial planning, entertainment, self-improvement and include such clients as Scotiabank, Canada Investment and Savings, Mount Pleasant Group of Cemeteries, Tribute TV and Lise Watier.

In 2001, the Canadian Marketing Association reported that Canadians spent nearly $600 million on goods broadcast from DRTV and that infomercial advertising in Canada had increased 100% from 1995. The Broadcast Direct Marketing Group website reports that the DRTV industry is expected to reach $2 trillion in worldwide revenue by year 2004. By comparison, according to Screen Digest, annual revenues of the Global film industry exceeds $180 billion annually and are forecasted to grow to an estimated $450 billion by 2005.

"This name change simply reflects what we do as well as create more opportunities for us in Direct Response Television", said Don Shafer, TMG TV's vice-president and general manager. "With more mainstream businesses recognizing the benefits of using the infomercial format to better explain their products and services we are well positioned to assist them in their marketing requirements, both with air time and commercial production".

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