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The United States began the phenomenon of infomercial programming and ultimately this led to infomercials being defined specifically in length as direct response television commercials. The specific lengths of these commercials vary from 30 seconds, 60 seconds, 120 seconds, 5 minutes, or 28.5 minutes. After infomercials were incredibly successful in the United States other countries have begun to use this medium to advertise their products and services. The actual term "infomercial" may have many meanings across counties. However, in general it simply means that it is a paid commercial, sometimes referred to as paid programming, and that it offers products or services directly to consumers via phone, mail, or the Internet.
As far as the international infomercial industry is concerned there is not a set of rules or structures that are strictly followed. Each country has its own regulatory environment not to mention the traditions regarding commercial and television length and format vary significantly. An example is during the 1990s Canadian infomercials could only include photographs and no moving video. Today, this rule is no longer in place, but it goes to show how different countries have various rules and regulations that determine how infomercials hit the airwaves.
Interestingly, many of the products that were infomercial successes in the United States have been marketed in other countries in infomercial format. Of course, local businesses in many countries take advantage of paid programming to market their services. Typically, infomercials will be found in Europe, Eastern Europe, North America, South America, Southeast Asia, and in Japan.
Infomercial programming has yet to catch on in many countries simply because the infrastructure is not in place for this to be a successful means of advertising. This could be there are few direct response television distributers, few product fulfillment companies, and potentially few or no telemarketing companies. Any missing piece in this puzzle results in the infomercial not being a useful form of advertisement.
Of course, as technology changes and more countries develop the necessary infrastructure it is almost guaranteed that infomercials will catch on and be used widely like they are in so many other countries around the world.
