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Expo Channel is an Australian home-shopping service built around direct-response advertising. It launched on 2 September 2002 on Optus Television and is part of Direct Group, whose headquarters are in Frenchs Forest, Sydney. Unlike its sister service TVSN, Expo sells airtime to outside advertisers rather than sourcing and warehousing the products itself. Its 24-hour format presents products through demonstrations and repeated ordering information, and the phrase online television also describes the channel’s digital distribution history.

Infomercials and product demonstrations

Expo’s schedule is made up of third-party direct-response programs in 30-second, four-minute and half-hour formats. Demonstrators show products and explain their use and price, with clients directing interested customers to their own sales channels. Product categories have included kitchen gadgets, beauty devices, fitness equipment and homewares. This advertising model distinguishes Expo from TVSN’s retailer-led shopping blocks.

Australian distribution

The channel has been carried by Australian subscription services including Foxtel, Austar and Optus TV. It also appeared on Sydney’s Digital Forty Four datacasting service from 2006 to 2010, on Optus C1 satellite, and in overnight blocks on Seven Regional. Direct Group describes Expo as a 24/7 information channel made up of direct-response programs and local productions. Its role is to give advertisers television airtime and product demonstrations, rather than operate as a conventional news or entertainment broadcaster.

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