QVC connecting with country fans

The 50th Annual Academy of Country Music Awards show is April 19 and video and e-commerce retailer QVC has aligned itself with the event through a range of merchandising and live broadcast initiatives.

In advance of the awards show Sunday evening April 19 on CBS, QVC is planning a live broadcast from the Academy of Country Music Festival being held in Arlington, Texas where some of country music’s biggest stars are expected to perform. Six-time ACM Award-winner Clint Black will serve as QVC's special guest co-host for the live broadcast alongside QVC program Host Carolyn Gracie.

In celebration of the 50th ACM Awards, QVC is offering a special three-disc set titled Now That’s What I Call Music! The album features artists such as Alabama, Clint Black, Faith Hill, Miranda Lambert, Loretta Lynn, Tim McGraw, Willie Nelson, Dolly Parton, Reba McEntire, Taylor Swift, Carrie Underwood, Keith Urban and others. As an added bonus, shoppers will receive a third disc created especially for QVC.

"At QVC, we aim to provide our shoppers with a backstage pass to some of today's most popular musical acts," said Karen Fonner, vice president of content marketing and programming for QVC. "Teaming up with the Academy of Country Music allows us to showcase the top hits from some of country music's biggest stars and share all of the excitement of the 50th Annual ACM Awards with our viewers."

QVC also plans to use the event to promote awareness of its new music initiative called Q the Music which QVC said makes downloading music easier than ever. The retailer plans to distribute free music download cards to encourage trial usage of a service that is designed to sync with an existing music library.