VIA TEAMS UP WITH U.S. DIRECT RESPONSE AGENCY
By Adnews Staff
Via TV Marketing Corp. of Calgary announced plans last week to merge with MarkeTVision Direct Inc. of Boston, Massachusetts. Both companies create infomercials. VIA handles direct response infomercials while MarkeTVision creates more entertainment-based infomercials. For example, it would create an infomercial about a day in the life of a Nascar driver, but the spot will actually be promoting a car oil. In addition, MarkeTVision has developed "Revenue Enhanced Programming," which brings other sponsors into the infomercial. The deal is subject to regulatory and shareholder approvals and is expected to close in mid-June. At that time, Via will change its name to MarkeTVision Direct Inc.
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