Hinduja-owned INCableNetwork has introduced Shop 24 Seven M-Plex, a new teleshopping concept, which offers all the facilities offered by a multiplex–shopping, movie and music- sitting at home.
The channel, which has been on air in Mumbai since August offers products such as jewellery, cosmetics, fitness products, religious artefacts, home and kitchen appliances and electronics goods.
Shop 24 Seven is a round-the-clock entertainment channel focusing mainly on teleshopping. However, it is not like other teleshopping channels. With two English movies a day, which continue for the whole week before getting changed on Fridays, and a 10-minute break every half an hour, mixed with songs, popular city events, as well as cookery shows, the channel caters to various entertainment needs of shoppers.
"The aim was to provide customers an experience of a multiplex shopping centre, where one can have similar facilities. Here viewers can shop and get entertained as well," said Ravi Mansukhani, managing director, InNetwork Entertainment.
Around 16 hours in a day is reserved for teleshopping. "Our products in jewellery, cosmetics and health and fitness are getting a good response in Mumbai. Moreover, the last four months have seen many repeat buyers," said Mansukhani.
"Since its inception in Mumbai in August, the channel has registered a total number of 200 calls on a daily basis. And out of them, 20 per cent of the calls have turned into confirmed orders," said Ravi Ahuja, product manager, Shop 24 Seven India.
Right now, Shop 24 Seven M-Plex is offering 12 products, including home and kitchen products as well as electronics goods.
With an annual turnover of more than Rs 200 crore (Rs 2 billion) in India, the teleshopping industry is turning into a big business. "India has a big potential which is self explanatory when we look at the trend of growth in the last 2-3 years which has almost doubled," said Mansukhani.
Shop 24 Seven has covered around 6-7 per cent of the total teleshopping industry in the country, which it hopes to increase to 15-20 per cent in the next 3 years.
Mansukhani said, "The company already has the required software, as it has been in the teleshopping business for the last 2 years. The M-Plex concept is nothing more than an extension of what we have been doing. We have introduced this concept on an experimental basis in Mumbai. And so far, we have been able to access more than 60 per cent of the cable households in Mumbai and Thane," he added.
"Our network has made our work easier in reaching as many people as possible," he added. In Mumbai, the maximum duration of product delivery is 48 hours from the time the order is booked.
Shop 24 Seven has been airing its programmes on satellite channels such as Sony, Zee and Sahara One. However, the company seems to have lesser liberty on such contracts, as the products that are to be shown on air do not get the prime time zone.
"With our wide cable network, we have the liberty of experimentation with the products. Moreover, we have a good platform. Adding the city's flavour in form of popular events in between teleshopping," said Mansukhani.
Though Shop 24 Seven M-Plex is in place, the company will not stop telecasting the teleshopping programmes on other satellite channels.
Following a good response from Mumbai, the company plans to launch a similar format of M-Plex in Delhi by April next year. In Delhi too, the company enjoys a wide cable network coverage. Cities such as Ahmedabad, Baroda and Bangalore will follow the same kind of experimentation later.
