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HSN Secures Top Creative Talent to Run its Television Production Division

Tuesday, April 15, 2003 - 05:09

TV Shopping network HSN announced three key creative appointments as part of its continued effort to create an eye-catching and compelling shopping experience.

Kai Sawatzki joins HSN as Senior Vice President and Executive Creative Director; Otis Howard joins as Vice President of Set Design & Lighting and Bethany Bunnell joins as Vice President of On-Air Promotion & Graphics. Mr. Howard and Ms. Bunnell both report to Mr. Sawatzki, who reports to Paul Guyardo, Executive Vice President of Television & Marketing. Mr. Guyardo, previously the head of marketing for HSN, was recently given the additional responsibility of overseeing the television division.

"Kai, Otis and Bethany bring a wealth of creative experience to HSN from some of the top networks and agencies in the country," said Guyardo. "In just a short time, they've already made significant improvements to the look & feel of the network, and there's much more in the works."

As Senior Vice President and Executive Creative Director, Kai Sawatzki will lead the creative development of HSN's brand image on television, online and in print. In this role, he oversees live production, post-production, engineering, set design, lighting and creative services. Before joining HSN, Mr. Sawatzki served as Senior Vice President and European Creative Director for Olay Skincare and new business at Saatchi & Saatchi, London. Prior to that, Mr. Sawatzki was Senior Vice President and Senior Creative Director for McCann-Erickson in New York where he oversaw campaigns for L'Oreal Worldwide, featuring Heather Locklear and Andie MacDowell.

Mr. Howard comes to HSN from The Light Design Group in New York where he provided lighting direction for television shows such as Good Morning America, Today, Martha Stewart Living, Inside Edition, Glamour's Women of the Year Awards and Tough Crowd With Colin Quinn on Comedy Central.

Ms. Bunnell joined HSN following the successful launch of SunSafe, Inc., a consumer goods company she created in Miami, Florida that offers sun protective apparel and merchandise. Before launching her own company, she served as Vice President and Creative Director for Nickelodeon Latin America where she delivered record ratings increases for the network across all Latin American markets. Prior to that, Ms. Bunnell was Vice President and Creative Director for SKY Latin America.

About HSN:

HSN, a division of USA Interactive (NASDAQ: USAI), originated the television shopping concept in 1977. The idea materialized on a small AM radio station in Florida and has since grown into a global multichannel retailer with a thriving TV, catalog and Web business on Now residing on a 1.4 million square foot facility on 53 acres in St. Petersburg, Florida, HSN generated worldwide consolidated sales of close to $2 billion in 2002, reaches more households worldwide than any other TV shopping network and is the 4th largest cable television network in the US.


CONTACT: Darris Gringeri, +1-727-872-4567, or, or Brad
Bohnert, +1-727-872-7515, or, both of HSN

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