MediaShop was founded in 1999 as a TV shopping company that markets innovative consumer goods across Europe via a wide variety of channels. This omni-channel strategy is an important success factor and includes e-commerce and social media as well as marketing via influencers and bloggers. In addition, bricks and mortar retailing of products and in-house brands developed especially for MediaShop constitutes an important sales pillar. Depending on the product, the company appeals to a wide range of different target groups. Infomercials on television that enable direct purchase, i.e. so-called Direct Response Television (DRTV), form the core of marketing. With the support of HANNOVER Finanz, the company has reorganized its shareholder structure.