TV & Video Council

The DCA's TV & Video Council has been created in response to growing demand from member companies for quality information on the opportunities presented to those businesses embracing TV as part of their customer reach. Whilst TV advertising remains the pre-eminent method to showcase your product to the widest possible audience, the rapid growth of digital platforms/media have placed Video at the heart of successful multi-channel businesses. From customer testimonials to ‘How to’ demonstrations and clips for digital advertising the moving picture is an essential part of the Marketing toolkit.

We will be working to bring you insight and advice on achieving the best for your budget. Showing you how to identify products that will sell strongly on TV and how to produce winning content. Covering key facets like demand forecasting and the back-end logistical support needed to cope with order surges. We'll adding new content on a regular basis and producing a newsletter to keep you in touch with the latest TV shopping news.

Please feel free to send in your own news, experiences, viewpoints, questions and feedback for our Council Co-Chairs - to info@direct-commerce-association.com

Phil Haslam

After leaving university, my Direct Commerce experience began as a Marketing Assistant at The Folio Society. Following a period at Time Life book clubs I joined BCA (Book Club Associates) in 2000. I was Marketing Director at BCA from 2005-2008 until I joined Guthy-Renker as the UK MD. Guthy-Renker is a TV-driven mail order health and beauty business. We run our own 24/7 channel on both the Sky and Freesat platforms, as well as selling our products in retail and on QVC. The UK offers Direct Marketers a plethora of TV opportunities. I would like to provide guidance on the TV regulatory framework, creation of adverts, purchasing of advertising space and measurement of response and profitability. My objective would be to encourage companies to test their way into TV in a controlled and effective manner.

Phil Haslam on joining the DCA