Consumer electronics e-tailer Roxy.com is taking to the airwaves.
Beginning April 25, the Marlboro, Mass.-based merchant will host a weekly information, entertainment and shopping show on ValueVision International's SnapTV home shopping network. Dubbed "Electronics Without the Static," the hour-long broadcast will feature live interviews, product demonstrations, contests, how-to segments and real-time sales of Roxy products.
The interactive series will also be webcast simultaneously on Roxy's and ValueVision's respective web sites.
"We see television as an integral piece of Roxy's unique multi-channel distribution strategy," said CEO Mike Jeans. "Everyone is doing a lot of talking about the convergence of old and new media, but [our show] represents the first real commercial venture harnessing the combined reach and sales power of TV and the net."
ValueVision, a major Roxy investor, is owned in part by GE Equity and NBC. SnapTV is part of a wide-ranging e-commerce strategy that ValueVision is pursuing with NBC's Internet unit, NBCi.