DMNews has a news article on how Direct Response Television (DRTV) marketing is seeing a growth by multichannel marketers who are using this medium in newer ways. The article reports from a new study from the Electronic Retailing Association, called The Evolving Role of Direct Response Television in Multichannel Marketing Execution.

The report shows that the DRTV industry is being reshaped by the increasing number of brand marketers in the DRTV space, the growing use of DRTV to develop and nurture customer relationships rather than merely sell individual products and the increasing use of DRTV to drive Web and retail traffic.

“This study helps to reinforce that direct response is really coming to prominence and more and more marketers — larger marketers, brand marketers, marketers looking to drive retail and looking to drive their Web traffic and sales — are going to be adopting and considering direct response,” said Peter Koeppel, president and founder of Koeppel Direct, a direct response media-buying agency in Dallas.

“It also helps to reinforce what we’ve been trying to sell to marketers — Fortune 1000 marketers — who haven’t maybe entered the space yet: that DRTV does really have value,” Koeppel added. “In today’s more fragmented media environment you have to understand different media channels and how they are going to impact on your sales and work together to build sales or build brand or drive retail.”

Well, in India, we have been seeing a growth in DRTV marketing but that has been limited to what I will call traditional range of products (fitness devices (all types of ab-shaping machines, sauna belts), electronics etc) associated with DRTV. You can read the state of Teleshopping (another name for DRTV) in India in a case study published by Icfai Center for Management Research. The case study titled "THE TELESHOPPING BUSINESS IN INDIA" does a good job explaining the DRTV Indian Scenario, it's growth in India and the challenges it faces today.