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Straight To Video

Satellites beaming your product to retailers everywhere

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This story appears in the March 2001 issue of Entrepreneur. Subscribe »

Jason Kates needed a creative way to market his combination thermometer/pacifier, a small item that would be competing against big-name products with snazzy packaging. Tapping into his background as a producer, Kates persuaded a friend to star with her baby in a short video show-casing his . A hundred stores aired the video; before long, the product was flying off shelves.

Kates, 40, eventually sold the thermometer . But he kept the lessons he learned from it. And to overcome the compliance challenges he encountered using individual VCRs, he launched his own in-store network, RMS Networks. The business transmits original programming from its Fort Lauderdale, , headquarters via broadband satellite networks to more than 4,000 locations in 49 states, developing industry-specific vignettes and features for each of its retail partners in categories ranging from the automotive aftermarket to wine and spirits.

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