The cord-cutting trend has led television programmers to seek new ways to reach consumers as they spend more time on streaming platforms. For John Malone’s Qurate Retail Group, which owns shopping networks QVC and HSN, connected devices are another extension for its video commerce capabilities.

“Our secret sauce is our authenticity in storytelling. We really enable and bring brands to life, give them a platform where they can really tell their story,” David Apostolico, senior vice president of platform strategy, development and distribution at Qurate Retail Group, said in this interview with Beet.TV. “We look at these other platforms where we can stream and have content – it’s just a natural fit for us.”

Entertainment and Shopping

Video commerce is a core competency for QVC and HSN, not an ancillary service for other retail channels.

“What we offer is that video commerce experience that’s very different. It’s not a utilitarian experience. It’s really an experience that allows us to totally engage our customers,” Apostolico said. “We’ve had some terrific partners such as Roku. They were the first to launch our streaming service. They really helped guide us in audience development opportunities to attract both existing and new customers.”

Qurate is seeking additional opportunities to collaborate with brands as they seek to stand out from competitors in a crowded market. Its merchandising teams continually hunt for brands and products that are a good fit for its video commerce channels.

“One of the things we are exploring is how we can partner with more people to help … combine these entertainment and shopping opportunities,” Apostolico said.

Amid the growth in social commerce, Qurate has extended its presence on more digital platforms to engage consumers when they’re ready to shop.

“We can broaden that audience through so many different platforms. Our social team does a terrific job with engaging with some of the newer platforms,” Apostolico said. “Our TV platform is a rich experience with decades of history of bringing products to life, but we think about some of these other platforms where we can just do more.”

You are watching “How Marketers Can Go TV Streaming First,” a Beet.TV leadership series presented by Roku. For more videos, please visit this page.