The Teleshopping Business in India |
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"The basic concept of telemarketing is that you should be offering what is not available in the retail market. Why would anybody buy from us, if we were offering what is available in the traditional marketplace? We have to keep coming out with exclusive products practically every second month or so." - Mahesh Panna, Country Manager, Telebrands, in September 2002. Offering 'Miraculous' Products!
Though teleshopping networks became operational in the mid-1990s in the country, their presence was never felt as strongly as it was during the early 21st century. A majority of these infomercials1 were dubbed versions of English (or other foreign languages).
The Teleshopping Business in India - Next Page>> 1] Infomercials are commercials (advertisements) that are intended to provide information about the product/service being advertised, in greater detail than the conventional advertisements. They are educational in nature, range from a few minutes to half-hour in length and are shown as part of the regular programming on TV channels. |
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