June 28, 2006, 12:00 AM

Jewelry TV to keep ShopAtHomeTV.com on its own

Jewelry Television, which paid $17 million to acquire the assets of Shop At Home Network, will operate ShopAtHomeTV.com as a separate e-commerce site.

Jewelry Television, a part of America’s Collectibles Network Inc., will continue to operate ShopAtHomeTV.com as a separate e-commerce site, although Jewelry Television may eventually merge more of its web operations onto the ShopAtHomeTV.com platform.

Jewelry Television, No. 183 in the Internet Retailer Top 500 Guide to Retail Web Sites, paid the E.W. Scripps Co. $17 million to acquire Shop At Home Network’s fixed assets, including the TV and web retailer’s building and real estate, satellite uplink facilities, information technology, network call center, web site, and production studios.

Scripps was in the process of closing down Shop At Home Network when Jewelry Television acquired the assets on June 23. Now the e-commerce site is back up and running, but for now will sell only collectible coins and knives, says Jewelry Television COO Joe Fields. “We are looking to add more vendors as soon as possible,” he says.

With its new web assets, Jewelry Television now has a much more sophisticated e-commerce platform and may eventually merge more of its Internet operations onto a consolidated platform, Fields says. Before it decided to exit the TV and web retailing business, Scripps had completely redesigned ShopAtHomeTV.com. The site was redesigned by Fry Inc. and features enhanced analytics from Omniture Inc. and advanced site search tools from Endeca Technologies Inc. “Their web site has a lot of great technical bells and whistles,” Fields says. “They had good software still on the shelf that still hadn’t been added because they were shutting down.”

Jewelry Television also now has better customer service, production and disaster recovery capability as a result of acquiring the assets from Scripps, Fields adds. Jewelry Television will operate Shop At Home Network/ShopAtHome.com as a separate entity. Jewelry Television has named Tim Engle, Shop At Home Network’s former president and COO, as the organization’s president. “We acquired a good brand that’s known both on TV and the web,” Fields says. “We are serious about expanding e-commerce.”

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