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00:00THEY ALL HAVE PEOPLE WATCH TELEVISION WHILE CUTTING THE CABLE CORD. ONE SEGMENT THAT CONTINUES TO PERFORM -- HOME SHOPPING. MARK WAS A KEY -- MARK IS THE CEO OF EVINE LIVE, THE THIRD-LARGEST HOME SHOPPING NETWORK IN THE UNITED STATES. IT HAS A BIT OF A NOT STRAIGHTFORWARD OWNERSHIP STORY. MARK: WE HAVE BEEN AROUND 25 YEARS, ALWAYS A DISTANT THIRD-PLACE COMPANY. EIGHT MONTHS AGO, WE TOOK OVER A COMPANY AS PART OF A PROXY CONTEST, AND WERE ABLE TO CONVINCE THE SHAREHOLDERS AND THE TEAM AND THE COMPANY THAT WE COULD BUILD SOMETHING THAT COULD BE NOT ONLY COMPETITIVE WITH THE BIGGER PLAYERS LIKE QVC , BUT ANYBODY IN E-COMMERCE ONLINE, OR WHETHER YOU WERE DOING E-COMMERCE IN STORES AS WELL. PIMM: YOU HAVE A HISTORY OF BUILDING SHOPPING CHANNELS. GOT A BIT OF A BACKGROUND THERE. HSN, HOME SHOPPING NETWORK. MARK: I STARTED IN 1993, QVC, WHEN BARRY DILLER FIRST WENT THERE. IT WAS LONG BEFORE THE INTERNET. THEY USED TO CALL IT THE INFORMATION SUPERHIGHWAY. AND BEGAN THIS THE SCOTCH AND OF REACHING MILLIONS OF HOMES VERSUS HAVING A STORE, -- THIS DISCUSSION OF REACHING MILLIONS OF HOMES VERSUS HAVING A STORE, WITH THIS LIVE COMMUNICATION WHERE YOU COULD SELL PRODUCTS. PIMM: WE ARE TALKING ABOUT A RUN RATE OF ABOUT $6 YEAR FOR EVINE. WHAT IS THE KEY TO SUCCESS FOR SHOPPING AND SELLING ONLINE? MARK: HAVE OTHER WAYS TO SELL BESIDES JUST ONLINE. THERE ARE VERY FEW , IF ANY, E-COMMERCE COMPANIES JUST ONLINE THAT MAKE ANY MONEY. RIGHT? THE REAL ADVANTAGE, WHY I GOT MYSELF BACK INTO ANOTHER THESE COMPANIES, IS BECAUSE OF THE ACCESS YOU HAVE TO 88 MILLION HOMES. A LOT OF E-COMMERCE COMPANIES THAT ARE OUT THERE, IF THEY HAD THAT ACCESS AND ABILITY TO CREATE LIVE, ENTERTAINING WAYS TO SELL MERCHANDISE, THEY COULD HAVE MORE SUCCESS. IF YOU ARE JUST ONLINE, IT IS HARD TO DRIVE CUSTOMERS THERE OFTEN. PIMM: YOU TALKED ABOUT GETTING PEOPLE EXCITED, GETTING PEOPLE ENTERTAINED IN ORDER TO WATCH AND TO BUY. CELEBRITIES ARE A BIG PART OF THIS, AREN'T THEY? MARK: YOU BET. IN RETAIL, NOT JUST WHAT WE DO, BUT ONLINE AND IN STORES, THERE HAS TO BE MORE THAN JUST 7 OFF. THERE HAS TO BE A SCENARIO, WHERE DID YOU GET THAT FROM? THAT COMES WITH PRESENTING THE GOODS AND PRESENTING WHAT YOU SELL. LISA VANDERPUMP HAS BEEN ON. PAULA DEEN LAUNCHES WITH US NEXT WEDNESDAY. "THE DEADLIEST CATCH" HAS BEEN ON 11 YEARS ON THE DISCOVERY CHANNEL. WE STARTED DOING SHOWS WITH THEM BACK IN DECEMBER, SELLING CRABMEAT ON THE BERING SEA. IT HAS BEEN A SUCCESS, BECAUSE THE ENTERTAINMENT ALONG WITH THE GOODS IS ONLY AVAILABLE FOR US. PIMM: PAULA DEAN, THE CONTROVERSY, DOES THAT STICK TO THE CELEBRITY OR PERSON WHO MAKES WHATEVER COMMENTS OFFEND PEOPLE, IS CONTRITE, AND SAYS, I AM GOING TO MOVE ON WITH MY LIFE? MARK: I THINK POLITY AND IS A GREAT LADY. I THINK EVERYBODY MAKES MISTAKES. -- I THINK PAULA DEAN IS A GREAT LADY. SHE HAS A HUGE FAN BASE. EVIL WHO PERHAPS DID NOT LIKE HER IN THE BEGINNING OR THOUGHT DIFFERENTLY OF HER -- I THINK SHE IS A GREAT LADY. WE ARE EXCITED. PRODUCTS ARE GREAT. SHE IS FUN. THE INTERACTIVITY ON OUR FACEBOOK PAGE HAS BEEN TREMENDOUS. WE ARE REALLY EXCITED. PIMM: WHAT IS YOUR TAKE ON THE CORD CUTTING BUSINESS, WHERE PEOPLE SAY, WHAT DO I NEED THE CABLE COMPANY FOR IF THEY ARE NOT DELIVERING ADDITIONAL VALUE? I'M GETTING THE CONTENT FROM THE PEOPLE WHO PRODUCE THE CONTENT. MARK: I THINK THERE IS VERY LITTLE RISK IN THE NEXT FIVE YEARS FOR COMPANIES LIKE US, BECAUSE WE PROVIDE LIVE CONTENT. LIVE INTERACTIVITY VERSUS CONTENT THAT IS TAPED, THAT YOU CAN WATCH LATER -- OUR BUSINESS IS BASED ON LIFE INTERACTIVITY.

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How One Network Exec Plans to Survive Cord Cutting

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