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TV ANSWER LAUNCHES CHARTER PARTNERS PROGRAM AS FIVE NATIONAL RETAILERS ADD INTERACTIVE TV TO CONSUMER DIRECT MARKETING PROGRAMS

 TV ANSWER LAUNCHES CHARTER PARTNERS PROGRAM AS FIVE NATIONAL RETAILERS ADD INTERACTIVE TV TO CONSUMER DIRECT MARKETING PROGRAMS
 ANAHEIM, Calif., March 26 /PRNewswire/ -- TV Answer, the leader in wireless, two-way television, announced at the Direct Marketing Association Show that five national retail companies will add TV Answer's interactive television service to their direct marketing programs.
 The companies are J.C. Penney Company Inc., Dallas; Bose Express Music, Framingham, Mass.; CUC Inc., Stamford, Conn.; 800 Spirits Inc., Hackensack, N.J.; and 800 Flowers, Westbury, N.Y.
 Under the consumer direct marketing program, the companies will use TV Answer's unique wireless two-way television service to allow customers to order and pay for catalog merchandise directly through their TV, with no telephone or cable hook-ups required. Consumers will make their purchases by using television ordering screens that feature the product numbers contained in the firms' catalogs.
 Consumers will use TV Answer to order merchandise, indicate their choices for brand, color, size, quantity, gift wrap, etc., and pay for their purchase by electronically directing a cursor to the proper icon on the television screen, then clicking the trigger of a joystick to send their order via satellite to TV Answer headquarters and the firms' national ordering centers.
 The companies will launch the program when TV Answer technology becomes available to consumers. This is expected during the first quarter of 1993. TV Answer will place a minimum of 1.5 million home units with consumers within the first year after the service is introduced.
 "We are excited about having such a wide range of businesses as the first members of our Charter Partner program," said Len Smith, TV Answer's vice president of data products. "These companies are well known in their fields for being in the forefront of marketing innovation. The addition of TV Answer's two-way television system to the ordering process means that they will have a tremendous competitive advantage because they will have 24-hour, ultra- convenient ordering centers in 1.5 million consumer households in 1993."
 TV Answer's system turns television from one-way entertainment and information vehicles into two-way communications tools. Interactive television will allow consumers to perform services like shopping, polling, banking, bill paying and organizing their programming information. It also allows consumers to play along with TV game shows, vote in news polls and respond instantly to interactive advertising.
 The TV Answer system operates similar to a cellular telephone network. Information is transmitted from the TV Answer home unit to local cell sites, then onward through TV Answer's satellite network hub site in Reston, Va. From there, the signal is rerouted via satellite to service providers' central ordering facility.
 The announcement follows two major events in TV Answer's development. In February, the company announced Hewlett-Packard as its manufacturer and distributor of TV Answer home units to consumers. In January, the Federal Communications Commission (FCC) allocated 1 MHz of radio spectrum for two-way television use. The decision officially opened the door for development of wireless interactive television.
 -0- 3/26/92
 /CONTACT: Paul Sturiale, 703-715-8606 or Sallie Olmsted (at the DMA Show, March 26-27, 714-750-8000, both of TV Answer/ CO: TV Answer ST: California, Virginia IN: TLS SU:


DS-MH -- DC009 -- 1856 03/26/92 09:53 EST
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Date:Mar 26, 1992
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