SOURCE: As Seen On TV, Inc.

April 11, 2012 08:30 ET

As Seen On TV, Inc. Living Pure Heater Update

Season One Initial 4-in-1 Version Deemed a Success; 5-in-1 Version 2.0 Expected to Debut September 2012

CLEARWATER, FL--(Marketwire - Apr 11, 2012) - As Seen On TV, Inc. (OTCQB: ASTV) (PINKSHEETS: ASTV), the parent company of TVGoods, Inc., a direct response marketing company, recently completed its first season (September through March) marketing the Living Pure 4-in-1 Heater. Despite record warm temperatures throughout the United States this past winter, the company sold 35,000 units via direct response television, internet and retail distribution channels. The unit was marketed at the full retail price of $399.99 and was closed out at lower prices as the excessively warm winter persisted.

The company's Living Pure brand is endorsed by Montel Williams, an Emmy-award winning talk show host, entrepreneur, motivational speaker and philanthropist. The infomercial was launched in October and successfully ramped its media spend throughout December and January. The product distribution channel was expanded to e-commerce market places and retail outlets January through March.

The Living Pure 4-in-1 Heater is capable of (1) heating an area of up to 1,000 square feet and (2) providing air purification, (3) air filtration and (4) humidification. The unit was engineered with multiple desirable safety controls; it is cool to the touch and includes an automatic turn off function in the event it is tipped over.

The company is finishing development of version 2.0, a 5-in-1 heater, the features of which will be released at a later date. The production and re-branding phases have begun with a target launch of September 2012. Montel Williams will continue to endorse the brand and will star in a new infomercial for the company showcasing the second generation heater. The company expects to make the new version available on a global basis through multiple distribution channels including direct response, internet, live television shopping networks, and traditional retail outlets.

Steve Rogai, CEO of As Seen On TV, Inc., stated, "We are very pleased with the results from our initial season with the Living Pure 4-in-1 Heater. Our first year's results are as initially forecasted, even with the record high temperatures this winter. We look forward to an exponentially more prosperous winter this year and expect to be able to sell more units at a higher average price in the upcoming September though March season."

About As Seen On TV, Inc.
As Seen On TV, Inc. is the parent company of TVGoods, Inc., a direct response marketing company. We identify, develop and market consumer products for global distribution via TV, Internet and retail channels. TVGoods was established by Kevin Harrington, a pioneer of direct response television. For more information go to and

Forward-Looking Statements:
Except for statements of historical fact, the matters discussed in this press release are forward-looking and made pursuant to the Safe Harbor provisions of the Private Securities Litigation Reform Act of 1995. "Forward-looking statements" describe future expectations, plans, results, or strategies and are generally preceded by words such as "future," "plan" or "planned," "expects," or "projected." These forward-looking statements reflect numerous assumptions and involve a variety of risks and uncertainties, many of which are beyond the company's control that may cause actual results to differ materially from stated expectations. These risk factors include, among others, limited operating history, difficulty in identifying and marketing products, intense competition and additional risks factors as discussed in reports filed by the company with the Securities and Exchange Commission, which are available at

Contact Information

  • Contact Information:
    Steven Hart
    Corporate Strategy & Development