Teleshopping or the long-form infomercial is a TV format in which a single product or a small product range is sold over an extended period of time (often 30 to 60 minutes). A presenter duo — usually a host and an "expert" — pitches the product in a notably lively, exuberant manner. Permanent special offers, bonus add-ons and artificial scarcity create buying pressure. As an improv genre, the infomercial is a gift, because it sits on clearly readable status and energy patterns and the audience recognises the convention immediately.
Characters:
- host — charismatic, urgent, asks the "right questions",
- expert / product demonstrator — the "specialist", often introduced as inventor or brand ambassador,
- callers from the audience (voice-off) — enthusiastic, amazed, grateful,
- occasionally models or testimonials for before/after demonstrations,
- invisible team behind the camera, whom the host occasionally addresses ("Petra is just whispering in my ear, …").
Features:
- exuberant, loud speech in higher registers,
- constant validation ping-pong: "That's incredible!" — "Insane, right?!",
- the same statements are repeated multiple times, often only slightly rephrased,
- astonished looks — wide-open eyes, raised eyebrows,
- facial expression and gesture broad, open, exaggerated,
- the two confirm each other constantly,
- energy permanently high — never silence, never idle,
- clear status: the host holds the frame, the expert gets a pointed higher status as product specialist,
- image of the people: clean world, fresh, happy — and of course only happy because they have the product.
Course of a typical scene:
1. Hook — product is introduced, big promises are made ("This will change your life!").
2. Problem — an everyday problem is blown up: dirty pan, back pain, wrinkles, dusty carpet.
3. Demonstration — the product solves the problem live in studio, ideally with before/after image.
4. Social proof — a call from the audience or a testimonial: "I've been using it for three weeks and it's incredible!"
5. The offer — base price is stated.
6. Upsell — "But that's not all!" — bonus piles on bonus.
7. Price drop — "Not 99, not 79, no, only 39!"
8. Scarcity — "Only in the next 10 minutes!" / "Only 12 units left!"
9. Call-to-action — "Pick up the phone now!" with a big phone number on screen.
Typical stylistic devices:
- the "wow moment": the product shows what it can do, everyone gasps in sync,
- direct address to the audience: "You at home, you know that one!",
- exaggerated before/after demo (dirty shirt collar, scaly pipe),
- signature lines: "Just have a look at this!", "You have to see this!",
- the classic upsell trigger: "But that's not all!",
- the scarcity phrase: "While stocks last!",
- the displayed phone number repeated verbally over and over,
- constant glance to camera instead of to the partner,
- flipchart or banner with the slashed-out price,
- timer countdown for the "limited" offer,
- product demos in three colours / three sizes back-to-back,
- accessory stack visibly grows ("and on top of that you get …"),
- performed astonishment and surprise — every time as if seeing it for the first time,
- pseudo-scientific explanation ("the patented X3 Technology …"),
- the proud look at the product, just before the price reveal.
Typical sets / locations:
- studio living room with a large couch and a fake window,
- studio kitchen with a cooking island and bright lighting,
- fitness corner with mat, dumbbell, blue floor,
- beauty desk with mirror and ring light,
- small presentation table on which the product stands like an altar,
- neutral pastel-toned backdrop.
Typical products:
- the miracle pan that nothing sticks to,
- the multi-function chopper with 14 functions,
- the steam cleaner that really handles everything,
- the wonder cloth that absorbs 50 litres of water,
- the back trainer for "abs, glutes and legs in 4 minutes a day",
- the anti-age serum with "instant effect",
- jewellery with a "real" gemstone at a special price,
- the vacuum robot a child can operate,
- the "patented system" with a cryptic three-letter name (PowerFlex™, X3Pro™).
Typical figures / reference points:
- the seasoned pro in a blazer with a pocket square, as if selling were a gentleman's profession,
- the enthusiastic host with a wide smile and a distinctive voice,
- the inventor with a slight accent ("My product revolutionises ironing"),
- the "customer on the line" in voice-off: "I can't believe how well this works!",
- real benchmarks: QVC, HSE, 1-2-3.tv, Channel21.
Tips for improv theatre:
- Establish clearly before the scene: what is the product? An absurd, clearly defined product is always better than a complicated one.
- Keep the energy permanently up — never boring, never quiet.
- Always validate your scene partners: every offer is met with "Oh, that is fantastic!" or "I'd never have thought!"
- Clear roles: the host holds the frame, the expert gets the product moments.
- Repetition is gold. The same thing in three slightly different wordings — the audience laughs the second time, even more the third.
- Don't forget the upsell: the audience is waiting for "But that's not all!"
- Play directly to the audience — they take the role of the "customers at home".
- Climb price-spirals: a bit more bonus each time, a bit cheaper each time.
- Ignore realism — the miracle pan needs no logic, only enthusiasm.
- End with a heightened call-to-action: "Pick up the phone — NOW!"