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ShopNBC Getting a New Name as NBC Prepares to Sell 20% Stake

May 20, 2010  •  Post A Comment

ShopNBC, the home-shopping cable network, will be getting a new name and look as its largest stockholder, NBC, prepares to sell its 20% stake, reports the Minneapolis Star Tribune

The new look will be gradually introduced, said Keith Stewart, the chief executive of ValueVision, which is the corporate name of ShopNBC. A short list of names has also been developed by a consultant, and the campaign to rebrand the network will start with social media this summer and end with the TV channel by February.

The importance of rolling out changes slowly was a lesson learned from the sudden rebranding of ValueVision as ShopNBC in 2001, when NBC Universal and GE Equity signed a licensing agreement after buying its stake in 1999.

"Customers puked all over the idea. Sales were crimped for a few months. It’s a long lesson we’ve learned many times over: Never take hard turns when dealing with the customer," Stewart said.

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