That Morning Show on E! on Hiatus

Although the show's fate may have been the same, it seems that this program could have been promoted better. I found it by accident on E! when I was channel surfing and don't remember seeing a promo for it.  They did do the twitter and facebook thing, but I found it odd that there was no mention of it on wikipedia. There was little info on the show's hosts on wiki as well with no mention of the show being part of their credits. Maybe they wanted to keep it on the down low.

That Morning Show had Karla Cavalli, Chelsea Cannell and Mark Long as hosts. The info on wikipedia listed Mark Long's previous credits, for Karla Cavalli only her 2002 Miss New York - USA pagentry title was listed, and nothing for Chelsea Cannell. I later discovered she is the daughter of famed tv creator Stephen Cannell. He created a ton of television hits like The A- Team, 21 Jump Street, and Baretta. He was also featured at the end of each of his tv shows sitting behind a typewriter pecking away, then ripping the finished page into the air which would fade to a drawing and fall onto a stack of other finished pages.

Instead of running regular commercials, there were Chase-it commercials instead. I do recall seeing a traditional commercial air, but that was on the day it was taken off E!. The Chase-it commercial was an interesting concept.  For those that did not see it, the Chase-it commercial was a two minute sale of a specific retailers's gift card or e-card. The twist is that there was a cash back with the purchase of every gift card. See a video of the Chaseit segment on page 3 of this article.

The cash back was dictated by the number of people that called in during the 100 seconds or so segment to purchase gift cards. The Chase-it host would sometimes mention a gift card buyer's first name and hometown during the segment.  The more people that called in during the segment , the higher the cash back and you could of course buy more than one gift card.  The face value of the gift card or e-card was typically $50.00 and the cash back was as little as $5.00 and as much as $12.00. The cash back was a check that you deposit at the bank.  This was nice because essentially a $50.00 gift certificate only cost you $38.00 in the $12.00 cash back example. The $12.00 is the highest amount I saw though the typical cash back check amount was usually $7 or $8. This was still nice and there were no hidden charges for shipping.  The gift cards for eating establishments were normally broken down into two $25.00 gift cards.  Certainly an interesting concept.

In the very beginning of the Chase it segments, there was a counter in the corner, a la QVC, that showed how many gift cards were sold during that period. For the rest of the show's run though there was no counter on the number of gift cards sold. I don't understand how they were supposed to sell enough gift cards though to make it profitable enough to sustain That Morning Show and the support staff for the chase it side without airing regular commercials. (continued page 3)

 

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