New direct response channel hits airwaves

BuyNOW is all infomercials, all the time, launching on Rogers with programming also airing on specialty channels across Canada.

A new direct response channel has hit Canadian screens with the launch of BuyNOW.

The channel is owned by 26-year-old Evan Kosiner, who launched his first production company at the age of 13. It will be available for free to all Rogers digital basic cable subscribers in Ontario, New Brunswick and Newfoundland on channels 203 and 207, totalling about two million people. The format of the channel will also be airing on 20 specialty channels for an hour in the overnight timeslot each night starting in October.

Kosiner tells MiC the inspiration for the direct response channel came from the demise of ShopTV Canada, which was owned by Torstar and stopped being on the air in late 2013. He says there are plans to add additional distributors and double reach for the channel in 2015.

Advertising opportunities on BuyNOW include long and short-form video direct sales spots as well as static ad units on the perimeter of the screen.

Contact information for the infomercial that is showing is displayed on-screen to take that waiting game out of watching, says Kosiner. There is also a dedicated web address for each product so consumers and clients can track orders.

Kosiner says spots on the channel are currently sold out until November, with rates for static ads starting at $2.97 per spot.