Two Twists on DRTV
It’s shopping by television this time around, with two neat, if not new, variations on DRTV: Cadillac’s spin on the infomercial and PAX TV’s take on a home shopping show.
Cadillac
“The Challenge of Change,” Cadillac Motor Corp.’s first 30-minute infomercial, helped launch the Detroit manufacturer’s Seville STS in August. Produced by DraftWorldwide, Chicago, the infomercial aired on such cable networks as Speedvision, The Learning Channel and The History Channel.
Cadillac opted for a 30-minute format because the company believed it wasn’t possible to demonstrate all of the car’s features in less time.
The structure of the infomercial is typical: Three acts of demonstrations and testimonials, with intermissions featuring what DraftWorldwide calls “integrated DRTV spots” allowing viewers to dial a toll-free number to get more information. The host, John Goodman, is a former MTV video jockey.
The infomercial focuses on the car’s redesign. The STS is being positioned to compete with such luxury sedans as those made by Lexus, BMW and Mercedes-Benz.
The Northstar system – a combination of advanced powertrain, suspension and vehicle control elements – receives special attention, especially when described by General Motors engineers and designers. Test drivers also give personal endorsements.
There are men and women in each group, but while the GM employees tout technical issues and accessories equally, the “regular guy” testimonials feature men talking brakes and acceleration, while women talk about how much fun the STS is.
Viewers are invited to call for a the “Dare to Drive Consumer Comparison Guide.” The Web site address, www.cadillac.com, is rolled along with the end title, but apparently the guide can’t be ordered there – although visitors can buy a Cadillac online.
Cadillac will not release any numbers, but a spokeswoman did say the infomercial was a success. The rep added that even if she could discuss responses, it would be too soon to figure a conversion rate.
Despite fast and flashy editing and fashionable blue- or sepia-tinted sections, the infomercial moves well and feeds information at a steady, but not overwhelming, pace. The Cadillac spot may finally validate infomercials as effective tools for high-ticket items, a pivotal issue should WebTV become as important as many DRTV industry experts predict.
“Treasures in Your Home”
“Treasures in Your Home” is a new home shopping show on PAX TV, a creation of Lowell “Bud” Paxson, the would-be home shopping and family entertainment king.
“Treasures” claims to be the first program to combine Web simulcast auctions, entertainment and live television. A network statement describes it as an “interactive entertainment television strip series showcasing collectibles from priceless antiques to quirky collections of pop culture items.”
It really is a mix of “Antiques Roadshow,” eBay, infotainment and quiz shows. The core of the program is three to six appraisals of items brought in by viewers, which can be put up for bid on the program’s Web site (www.treasuresinyourhome.com); the status of the bidding price is posted during the program.
The show is a careful mix of entertainment and information. There are tours of celebrity and civilian collectors’ homes, segments on specific areas of collecting and shows focusing on particular occasions, such as holidays.
The “Whatchamacallit” segment feels like a quiz show. Viewers try to identify whether an obscure or odd looking item is “real or repro”; other games include trivia questions and guessing which items are most valuable. Winners get prizes while other players receive a logo mug, T-shirt or baseball cap.
The program’s regular host is John Burke of “Personal fX: The Collectibles Show.” Each week he has a different co-host who is always female, usually blond and relentlessly upbeat.
“Treasures” is produced by PAX TV and ChannelSpace Entertainment, Virginia Beach, VA. ChannelSpace is the parent of
collectingchannel.com, a producer of PBS’ “Collecting Across America.”
A call to PAX to find out where the program will make its money and what will be done with the database it’s building online and over the phone proved fruitless. As far as a network spokeswoman knows, nothing is being done with the database and it is uncertain how – or even if – the show made any profit on the auction sales completed because of the program.
Considering Paxson’s financial problems, perhaps that uncertainty starts at the top.
As television, “Treasures” is a hoot, maintaining the fascination of “Antiques Roadshow” without its tendency toward snobbery. As DRTV, it’s positioned to take advantage of WebTV technology. But as a business to build profits or databases, it needs focus.
