[c]2007 by Richard L Zorek
Shopping networks have become a cultural phenomenon. They sprung up in the late 80s with all the other specialized cable channels as kind of a pre-ebay experience. There were even some before this which you could tune in if you could turn your antennae the right way or get the piece of tin foil to fit over the VHF connection just right.
I remember first seeing shopping TV back in the late 80s, but paid little attention to it. I had no use for being sold something through the TV. Then in the early 90s I paid attention a little more. As a channel surfer, I started to surf across them more as they became more common. The idea, however of buying something without actually being able to touch was just far-removed from my way of thinking. But I did notice an interesting and charming saleslady named Mary Beth Roe. She was beautiful and had such a soothingly seductive voice. I remember observing a few others, like Kathy Levine and Jane Traecy, among others.
Not being an avid TV watcher at the time, it was about about ten years later when shopping TV caught my attention again. Now it seemed to have matured a bit. It was no longer just stiff sales. There was personality coming from the hosts, a little humor, phone calls, and a lot of consumer tips. I watched one night when this lady named Shivan Sarna showed up and I was instantly enamored. I can still see the image of her selling coats that night. And, largely, that is what was becoming dominant: image. They were no longer just trying to sell stuff--though that is the bottom line--they were trying to create a community: hosts that knew how to communicate with guests and customers and for the most part looked very good and were professional at doing it. Also each with their own personalities which is reflected by their following. Yes, each host has a following. Rick Domeier, among other males hosts, has a following of women. And its hard to pinpoint which female hostess has the greatest fan club of men. Some don't even buy--they just watch. But these hosts and hostesses are on TV several days a week and probably log in more TV time in a year than some TV actors log in a life time. I don't mind hearing Mary Beth's voice in my living room, or admire the quirky energy of Suzanne Runyan (as she struggles not to drop something), or get laid back with the very wise Antonella Nester, enjoy Rick Domeier's off the wall sense of humor, or try figuring out how Colleen Lopez can be just so perfect.
The internet has changed some of that focus. "Fetish" websites that focus on legs, heels and other things, along with "wanderlist" that has running lists where one can vote on the sexiest TV shopping host (Diana Perkovic won once) to which one has the best legs. Even as I looked at the lists, I had to join the board and cast my votes in various section for Kathy Wolf, who has gone through personal changes which has given her a little different look and, I think, more energy (her beauty goes without saying). I have seen some forums with rude and crude comments about various hosts, but truly superficial, which most anonymous posts are, and I think say more about the person posting than it does about their "perspective."
Also, in researching "shopping networks: demographics," I was able to send an email to several hosts and just want to note that Bobbi Ray Carter was the first host to repond. But, if you watch her, you would expect her to just be down-to-earth and not afraid to relate to average-joe citizen. And I wrote nothing personal, just told her I thought she did a great show after watching her sell sheets one night.
The other day I watched Chris Scanlon sell toys. Not without demonstration, though, and it was very entertaining. Of course, it is not everyday you see and attractive blonde in a short black skirt running around a stage shooting toy darts at other little kids. She beat out the "Ellen Degeneres" show for my attention, so I can't think HSN wouldn't be proud. I had never watched Chris before, but that "personal" approach would inspire me to watch her again.
Many of the hosts do have a "media" edge in experience as many of the hosts come largely from a media background. Some in news casting, documentaries (Lisa Mason has an impressive resume), some former beauty queens (Mary Beth Roe, Lisa Robertson), some info-mercials and the stage, like ShopNBC's Connie Kunkel.
It's hard to say what the future holds and what changes may come about. But, as of now, I don't "surf" over them as quickly anymore. I look to see who's on, what is being said, what is being sold. I am a guy, so I cannot say I don't notice what they are wearing but, except for Jewelry TV, they all sell fashions and for the most part have great fashion sense for women to learn from, also. They are more than just "sales people," they are in many respects "celebrities": E!'s "The Soup" often uses clips. Susan Lucci, Suzanne Somers, Joan Rivers, Marie Osmond, Frankie Avalon, Paula Abdul and even Madonna have been guests on various shows. Youtube has clips from both QVC and HSN. David Letterman mention Lynn Murphy in a top ten list one night. And on and on and on.
Hopefully the hosts will all stay grounded, though, and I don't foresee a "Golden Globe" category for it. But they are a relevant and impactful part of American culture. Now, grab your credit card and go watch TV.
