Amid a generally awful retail spending environment, HSN officials would like to offer some signs of life in their line of work.
Expect more big-name stars onscreen, more high-end brands and high-tech buying methods.
Within a few weeks, HSN will launch an iPhone application with live streaming video so shoppers can take the channel on the go, and shop and buy with a click on their phone.
The channel upgraded to high-definition television on Monday, and an HSN video billboard went up recently in New York's Times Square.
More celebrity chefs will appear on HSN during cooking specials this autumn, and a collaboration with Martha Stewart will roll out this summer in HSN's catalog division.
All this comes as HSN works to retain loyal and occasional shoppers. Given the tough economy, "we've done a very good job of understanding our customer's pain points," HSN CEO Mindy Grossman said Wednesday as the company released financial reports.
"I've personally gotten up in front of our organization and said I want our customers to come and watch us even if they're not buying anything," she said.
Amid the economic slump, HSN's overall sales fell 8 percent to $640.1million in the second quarter, compared with a year ago. It posted net income of $13.6 million, which Grossman characterized as a significant accomplishment, given the economy and a 5 percent drop in units shipped and an average selling price drop of 4 percent.
HSN employs about 2,500 people in the Bay area, most at a St. Petersburg complex that produces shows and takes orders 24 hours a day.
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