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TopShop TV was a Russian teleshopping channel built around product demonstrations and remote ordering, run by the retail business of the same name and connected to the Studio Moderna group.

Teleshopping as a format

The schedule used extended product segments in which presenters explained how an item worked and showed it on screen, with orders placed by telephone or through the retailer's online store. Products associated with the business included Dormeo bedding and Delimano kitchenware, both brands distributed by Studio Moderna across Central and Eastern Europe.

Why the format works on television

A thirty-minute demonstration is the cheapest way to explain a product that needs explanation: a mattress, a kitchen slicer, a steam cleaner. The channel is effectively an infomercial block with a permanent slot, and its income comes from sales rather than from advertising sold to others.

Leaving Tricolor in 2019

The channel left the Tricolor TV line-up in February 2019, and the Russian legal entity entered a reorganisation process in 2022. Distribution across platforms rarely ends on a single date, so listings and archived videos continued to circulate after the broadcast stopped.

Studio Moderna

Studio Moderna is the Slovenian group that built a teleshopping business across the former communist bloc, using television, catalogues and call centres together. Its brands were sold in a dozen markets, and TopShop TV was the Russian outlet for that system.

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