Online, a free to air digital channel, has a round-the-clock schedule.
The telecast will be on a 12 + 12 hours cycle. TVC has 100 odd products
in their collection, which they want to promote through the newly
Briefing the press, TVC chairman Vinod Agarwal informed that the
company would be continuing their telecasts in other channels as
"We will be continuing with our schedules in other channels.
We need some time to establish the TVC channel in the market,"
Talking to Indiantelevision.com, Agarwal said the company
is expecting a three-fold increase in their turnover with the launch
of the channel. Agarwal put the company's present turnover at Rs
500 million. He added that the channel would be viewed in 5 crore
houses across India within the next two months.
Worldwide, sky shopping generates 100 billion US dollars. But in
India, the industry is yet to catch up. Agarwal attributed this
phenomenon to the country's consumer culture.
"Indians are different customers. They like to feel and touch
the product before buying. The middleclass is very particular about
it," said Agarwal. "The strategy TVC has adopted to tackle
this is by opening 74 stores across India where people can come,
see the product, touch, feel and then buy," offered Agarwal.
Mumbai, TVC has opened seven stores. TVC officials reiterated their
priority as customer satisfaction. Agarwal pointed out that there
was no question of 'queries unanswered' as TVC has developed a round-the-clock
"We started with four people and now we have a team of 200
plus," informed Nerula.
Agarwal expressed his hope that India would also follow the US
example by adopting the sky shopping culture at a fast rate.
"We have to set the standards for the industry," he said.
Regarding the price range TVC is offering, Agarwal said they had
reduced the prices as the focus is on volume sale than target marketing.
TVC president marketing MS Nerula said with the people following
a hectic life schedule, the significance of a 24-hour shopping channel
has acquired immense dimensions.
"Internet shopping could only appeal to a limited section
of our society as the common man was not computer savvy. But a 24
hour tele-shopping channel has great potential because television
has become a popular media," commented Nerula.