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Don't Dismiss Those Wacky TV Infomercials! Major Retailers Depend on Them

Direct Response TV is more than simply wacky late-night infomercials, it's a $350 billion global industry, said AJ Khubani, CEO of TeleBrands.

Direct Response TV is more than simply wacky late-night infomercials, it's a $350 billion global industry, said AJ Khubani, CEO of TeleBrands. Khubani's first infomercial was for Ambervision sunglasses in the late 1980's. During that period, Khubani created the "As Seen On TV" logo which has become the universal trademark to signify all direct response TV (DRTV) products. In his view a perfect DRTV is affordable, practical and solves a common problem all consumers can all relate to. According to Khubani, as consumer demand for affordable home and beauty solutions grew, so did interest in DRTV products. His company TeleBrands became the first to break a billion dollar in sales. Meanwhile, Khubani is an innovator as well as a pitch man. Some of his most successful products are his own ideas including Pedegg, Star Shower and the Stick Up Bulb.

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