ZDTV, a member of the Vulcan Ventures family of companies, is a cable TV station dedicated to providing news and information about the internet economy. The station's programming is targeted to the consumer and ranges from the latest news in web-enabled devices to how-to segments. Vulcan Ventures is owned by Microsoft co-founder Paul Allen.
In April 2000, ZDTV hired Barrett Marketing to help the company create an e-commerce strategy whereby the products and services featured on various ZDTV programs would be made available through the ZDTV online store. The challenge in creating an e-commerce strategy for ZDTV is that they are first and foremost a news organization and as such must maintain a high level of journalistic integrity and neutrality. ZDTV can never allow itself to be seen as conducting on-air product reviews merely for the purpose of trying to sell products online. Nevertheless, ZDTV wanted to offer its viewers an easy way to purchase products that are featured on its television programs.
Barrett Marketing helped ZDTV evaluate several different business models and rank the options that were most appropriate for their situation. We also conducted extensive research on potential partners in categories such as computer products, computer peripherals, consumer electronics, entertainment, education and financial services. We helped evaluate potential partners based on product/service offerings (i.e. number of brands and SKU's), financial stability, customer service and customer base.
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