Quantum International, the home shopping infomercials producer, has struck a deal with Tele-Monte Carlo to introduce infomercials in France for the first time.
The deal, confirmed at this week’s annual MIP TV programme market in Cannes, is further indication of the growing use of infomercials on European TV – including the UK.
Quantum, a subsidiary of US company National Media Corporation, produces over 200 hours of infomercials each week for TV stations in 49 countries. It offers half-hour infomercials for a range of products, branded as a “channel within a channel”.
In the UK, Quantum infomercials can be seen on Eurosport, UK Gold and NBC Super Channel. IBM, Philips, Ford and Apple are already selling products in this way.
Quantum president David Carman says the British Government has been one of the most flexible in Europe in encouraging infomercials on cable and satellite channels.
But it is individual broadcasters and governments rather than pan-European legislators which present the chief obstacle to the infomercials business.
“Our activities are limited by the amount of airtime available,” Carman explains.
In the past, ITV has considered the potential of infomercials in the early hours of the morning – and Carman believes it will do so again.