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SEARS, KING WORLD TO PRODUCE INFOMERCIALS

 HOFFMAN ESTATES, Ill. /PRNewswire/ -- Sears Merchandise Group today announced it has teamed up with King World Productions, Inc., in a strategic marketing alliance to develop television "infomercial" programming to market merchandise offered exclusively by Sears.
 Sears said it will work with the King World Direct division to produce infomercials, which are programs generally 30 minutes in length, featuring Sears merchandise not currently available in its stores for broadcast on television and cable stations around the country. Viewers of the programs will be able to call toll-free telephone numbers to purchase merchandise featured in the infomercials.
 King World will handle key aspects of the infomercials, including production, order fulfillment and media placement.
 "Our infomercials will introduce select Sears merchandise not currently available in our stores and feature entertaining programming and product demonstrations," said John H. Costello, Sears senior executive vice president and general manager of marketing. "Our customers will be able to shop conveniently from their homes with the assurance of Sears century-old `satisfaction guaranteed' promise."
 Sears and King World will soon begin production of its first 30-minute infomercial, expected to air in early-1994, featuring a new Kenmore vacuum cleaner, and will consider a number of other products for the infomercials by working closely with its sources to identify the appropriate products.
 "We have been developing our direct response business over the past few years as television marketing has been evolving and we think Sears is an ideal partner with King World Direct," said Burl Hechtman, president, King World Direct. "Sears successful private label merchand ise and reputation for customer satisfaction provides King World with a significant opportunity to heighten its presence in the direct marketing business."
 Sears said this is an extension of its already aggressive marketing and advertising programs, and offers it another avenue to reach its customers effectively and efficiently. This will be the first time Sears has produced infomercials offering its merchandise.
 King World is the leading worldwide distributor of first-run programming, including "Wheel of Fortune," "Jeopardy!," and "The Oprah Winfrey Show," the highest rated shows in syndication, and "Inside Edition," a first-run syndicated newsmagazine produced by the company. King World also distributes its own library of 68 feature films and 210 television programs and sells national advertising time.
 -0- 11/3/93
 /CONTACT: Perry D. Chlan of Sears, 708-286-7079; or Allyson Kossow Felix of King World, 212-315-4000/
 (S KWP)


CO: Sears Merchandise Group; King World Productions, Inc. ST: Illinois IN: ENT REA SU:

LG -- NY036 -- 0071 11/03/93 10:52 EST
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Date:Nov 3, 1993
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