When you say “As Seen on TV,” most people picture themselves on the couch at 2AM, blankly flipping through channels on TV with a bowl of buttered popcorn on their lap. They may also still have a perception of As Seen on TV products being gimmicky and cheap. This may have been true at one point, but for the most part the DRTV world has been completely renovated, and its stigma needs to go away.
Direct Response Marketing – previously known as a “Yell-and-Sell” method of advertising you couldn’t escape during those sleepless late night hours – has gained prime-time exposure and the respect that comes along with it. What’s changed is that in the early days of infomercials there were no rules or regulations, making DRTV the Wild, Wild West of national broadcast. Jeff Meltzer, president and owner of Meltzer Media Productions, states that: “We are now one of the most highly regulated and highly visible industries on TV.” And that’s a good thing. As a recent Electronic Retailer Magazine article reports, if the industry had not regulated itself, DRTV would not exist with the new sense of trust that it enjoys today.