Shop At Home Visits Furnishings Mart

ATLANTA Scripps Networks’ Shop At Home Network is broadcasting live this weekend from the International Home Furnishings Market in High Point, the company said.

The Knoxville, Tenn.-based company is hoping the live feed will help brand the Shop at Home cable TV channel, which it purchased in December 2002.

“Our goal is to begin the branding process that Shop at Home is changing course,” said Steve Gigliotti, client executive vice president of ad sales. “[It’s] not a purveyor of things you normally see on home shopping networks but of things in categories we have an expertise in.”

The network will provide a behind-the-scenes look at the furniture mart, which is not open to the general public. On-air talent from sister channels DIY Network, Food Network and HGTV will introduce 35 new vendors and about 1,500 items in the home-furnishings category to viewers.

Starting today and airing through Sunday, HGTV host Gordon Elliott will report on trends in the category and host a segment called “Best for Less.” DIY designer Nancy Golden will report on “Design With Color” and Sheila Bridges of Fine Living will uncover “Fab Finds.”

Actress Jane Seymour, who has a furniture line of her own, will host a one-hour special about the High Point, N.C., expo that will air on GHTV at a later date.

Back in Shop At Home’s Nashville, Tenn., studios, programming will focus on product demonstrations and sales items from the vendors in High Point.