MUMBAI: Shop24Seven, the online shopping channel, is getting active.

The channel claims to have broken MTV India's record of 24 hours of live telecast with an unbroken 55 hours of live television programming, the first of its kind in the country. The telecast, that culminated at midnight of 15 August, consisted of presentation of a continuous array of products that are offered on sale on Shop24Seven. With Independence Day as the backdrop, the channel tied in the effort with the number 55 (this being the 55th year of independence) - 55 hours of telecast, and discounts of upto 55 per cent on purchases, with gift vouchers of Rs 200 offered for all purchases of Rs 2000 and more.

The venture, jointly promoted by the Hinduja Group and Planet E Shop, USA, has launched an outdoor promotional campaign in the last one month targeting railway stations and other public places, apart from an aggressive print campaign.

According to Shop24Seven marketing manager Raka Chakrawarti, the promotional effort has paid off in a substantial increase in the number of calls to the centralized call center in Mumbai - the channel usually attracts between 1000 to 1500 calls per day. In an innovative twist, the channel followed up the live telecast with the telecast of a Bismillah Khan concert that was held on 24 July at the Nehru Centre in Mumbai's Worli area.

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