Direct response television (DRTV) is now a $167-billion business in the U.S., according to the Electronic Retailing Assn. (ERA). Home shopping channels account for $10 billion. Long-form infomercials account for roughly $100 billion, while short-form ads are in the $50 billion range, according to composite estimates from several industry analysts. Last year, sales through infomercials, short-form TV spots and live shopping channels increased 8%, consistent with 2002-2003
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