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BioRocker launch.

WEST CHESTER, Pa. -- Q Direct, QVC's direct marketing division, launched a 30-minute infomercial on Valentine's Day for the BioRocker, a new lateral step exerciser developed by fitness expert Tony Little.

The 30-minute infomercial will be run for a one- to two-week test period, according to Leslie Gross, QVC spokeswoman.

"Based on results, we'll determine a marketing plan, and it will debut nationwide in other channels like traditional retail outlets, catalogs and international markets, as well as continue with infomercials," she said. The infomercial is currently scheduled to air on cable channels such as CNBC, the Family Channel, Knowledge TV, and Product Information Network.

The new infomercial offers the BioRocker with a digital fitness monitor, Tony's One-on-One Personal Trainer Video; a personal trainer card with access to Tony's toll-free personal trainer help line; a water bottle and holder and a 30-day supply of Tony's Metabolic Edge Booster tablets.

The product currently retails for around $250, however it is still being tested, according to Gross.

Q Direct first introduced the BioRocker on QVC to a national audience of 64 million television homes on Jan. 16, 1998. Offered as a one-day special, the product sold out of 7,200 units in less than two hours, according to a prepared statement from QVC.

Gross noted that it was too early to determine test results from the current infomercial run.
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Author:Eckhouse, Kim
Publication:HFN The Weekly Newspaper for the Home Furnishing Network
Article Type:Brief Article
Date:Feb 23, 1998
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