{"id":342293,"date":"2017-05-31T02:43:47","date_gmt":"2017-05-30T18:43:47","guid":{"rendered":"http:\/\/techcrunch.com\/?p=1497175"},"modified":"2017-05-31T02:43:47","modified_gmt":"2017-05-30T18:43:47","slug":"amazon-cancels-its-qvc-like-shopping-show-style-code-live","status":"publish","type":"post","link":"https:\/\/people.utm.my\/asmawisham\/amazon-cancels-its-qvc-like-shopping-show-style-code-live\/","title":{"rendered":"Amazon cancels its QVC-like shopping show \u201cStyle Code Live\u201d"},"content":{"rendered":"

<\/p>\n

Amazon\u2019s own take on a QVC-like home shopping experience, \u201cStyle Code Live,\u201d has gone off the air. The live program, first launched in March 2016<\/a>, was streamed online and via mobile to Amazon shoppers, who could learn about fashion and beauty tips from style experts, then instantly shop the products being featured on the show. Just ahead of the Memorial Day weekend here in the U.S., Style Code Live announced it would air its final program.<\/p>\n

The news of the program\u2019s termination\u00a0was first reported by Page Six<\/a>, which heard from a source close to production that the termination was announced abruptly at a staff meeting on Friday.<\/p>\n

\u201cThere\u2019s no more shows, but everyone can stay on until July with pay to help cancel current bookings and wind things down,\u201d the source said staff were told, according to the report.<\/p>\n

Amazon confirmed the show\u2019s cancellation with TechCrunch, but declined to share any numbers related to the show \u2013 like how many viewers it had attracted the year-plus it was live, or how many sales it\u00a0had generated.<\/p>\n

In case you missed it the first time around, \u201cStyle Code Live\u201d was ultimately an\u00a0experiment\u00a0as to whether or not Amazon could reproduce the same sort of influence that YouTube stars and others on social media have to power sales across\u00a0the retailer\u2019s site.<\/p>\n

The program\u2019s hosts \u2013 Lyndsey Rodrigues, Rachel Smith and Frankie Grande (Ariana\u2019s brother) \u2013 all had TV and broadcast backgrounds before joining Amazon. Rodrigues previously hosted MTV\u2019s \u201cTotal Request Live,\u201d while Smith was\u00a0a correspondent at ABC News. Grande was more of a TV personality, having appeared on CBS\u2019s \u201cBig Brother 16\u201d and on Broadway in \u201cRock of Ages.\u201d<\/p>\n

The overall format was something akin to a cross between QVC\u2019s host selling experience and the sort of fluffy daytime TV programming where you\u2019d see segments focused on\u00a0fashion makeovers or other style and\u00a0beauty tips. The show even was able to pull in some star power for its launch, with big names like\u00a0Grammy winner Meghan Trainor, actress Keri Russell, and YouTube star Tati Westbrook stopping by. Later shows included appearances by\u00a0Sarah Jessica Parker, Kourtney Kardashian, Kelly Osbourne and Ariel Winter.<\/p>\n

Page Six tied the show\u2019s shutdown to Amazon\u2019s larger struggles to produce hit television programming \u2013 a reference to the cancellations of Amazon shows like \u201cGood Girls Revolt\u201d and others<\/a>.<\/p>\n

That comparison feels off the mark, however.<\/p>\n

Amazon, if anything, has been steadily improving its video content over the years, having even taken home Emmys for shows like \u201cTransparent,\u201d \u201cLost in Oz<\/a>,\u201d\u00a0and\u00a0others<\/a>. It recently won a Golden Globe for legal drama \u201cGoliath,\u201d<\/a> plus\u00a0its first Golden Globe<\/a> film award for \u201cManchester by the Sea,\u201d and its first set of Oscars<\/a>, too.<\/p>\n

Instead, Amazon\u2019s \u201cStyle Code Live\u201d seemed to be more of an effort by the retailer to attract the same kind of audience who today turn to\u00a0YouTube stars and Instagram influencers to discover\u00a0the best\u00a0new products, fashion, accessories, and makeup, then push those consumers\u00a0to shop instantly\u00a0on Amazon\u2019s site.<\/p>\n

Connecting with influencers is something Amazon has been focused on more recently \u2013 having even launched its own social media influencer program this March<\/a>.<\/p>\n

In any event, it appears that Amazon\u2019s live TV efforts weren\u2019t a success,\u00a0regardless of whether you think of it as another Amazon TV failure or\u00a0something else.<\/p>\n

\"\"<\/p>\n

On Friday, the show\u2019s social\u00a0media accounts announced that the evening\u2019s program would be its last. Its\u00a0Facebook and Instagram posts stated the following:<\/p>\n

\n

\u201cAs they say, all good things must come to an end. Tonight\u2019s SCL Rewind will be our last show. Thank you for watching, chatting, and shopping along with us over the past year\u2014we\u2019ve loved every moment with you. Our viewers and followers have inspired us in so many ways and there is more to come, so \u2018stay tuned!\u2019 (And\u2014of course\u2014you can always discover and shop the latest in fashion and beauty on Amazon!) We hope you\u2019ll join us one last time tonight as we run through the best of this past week. Thank you, Decoders!\u201d<\/p>\n<\/blockquote>\n

The show\u2019s social media accounts have since been deleted.<\/p>\n","protected":false},"excerpt":{"rendered":"

\"\" Amazon’s own take on a QVC-like home shopping experience, “Style Code Live,” has gone off the air. The live program, first launched in March 2016, was streamed online and via mobile to Amazon shoppers, who could learn about fashion and beauty tips from style experts, then instantly shop the products being featured on the show. Just ahead of the Memorial Day weekend here in… Read More<\/a><\/p>\n

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