MONTGOMERY WARD HOLDING CORP
SC 13D/A, 1996-10-02
DEPARTMENT STORES
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<PAGE>
 




                    SECURITIES AND EXCHANGE COMMISSION
                          Washington, D.C. 20549


                               Schedule 13D


                 Under the Securities Exchange Act of 1934
                            (Amendment No. 4)*

                      VALUEVISION INTERNATIONAL, INC.                   
                             (Name of Issuer)

                       COMMON STOCK, $.01 PAR VALUE                     
                      (Title of Class of Securities)

                                 92047K10
                              (CUSIP Number)

                    Montgomery Ward & Co., Incorporated
                           Montgomery Ward Plaza
                          Chicago, Illinois 60671
                          ATTN:  John L. Workman              
               (Name, Address and Telephone Number of Person
             Authorized to Receive Notices and Communications)

                        September 27 and 28, 1996                
          (Date of Event which Requires Filing of this Statement)

   If the filing person has previously filed a statement on Schedule 13G
   to report the acquisition which is the subject of this Schedule 13D,
   and is filing this Schedule because of Rule 13d-1(b)(3) or (4), check
   the following box.  

   Check the following box if a fee is being paid with the statement.   
   (A fee is not required only if the Reporting Person: (1) has a
   previous statement on file reporting beneficial ownership of more
   than five percent of the class of securities described in Item 1; and
   (2) has filed no amendment subsequent thereto reporting beneficial
   ownership of five percent or less of such class.)  (See Rule 13d-7.)


                           

* The remainder of this cover page shall be filled out for a reporting person's
initial filing on this form with respect to the subject class of securities, and
for any subsequent amendment containing information which would alter
disclosures provided in a prior cover page.

The information required on the remainder of this cover page shall not be deemed
to be "filed" for the purpose of Section 18 of the Securities Exchange Act of
1934 ("Act") or otherwise subject to the liabilities of that section of the Act
but shall be subject to all other provisions of the Act (however, see the
Notes). 

   Note.  Six copies of this statement, including all exhibits, should
   be filed with the Commission.  See Rule 13d-1 (a) for other parties
   to whom copies are to be sent.

                      (Continued on following pages) <PAGE>
 


<PAGE>


   _____________________________________________________________________

   1.    Name of Reporting Person:

         Montgomery Ward & Co., Incorporated
   _____________________________________________________________________

   2.    Check the Appropriate Box if a Member of a Group:
                                                                   (a)  

                                                                   (b) X
   _____________________________________________________________________

   3.    SEC Use Only
   _____________________________________________________________________

   4.    Source of Funds:  WC
   _____________________________________________________________________

   5.    Check box if Disclosure of Legal Proceedings is
         Required Pursuant to Items 2(e) or 2(f):
   _____________________________________________________________________

   6.    Citizenship or Place of Organization:  Illinois
   _____________________________________________________________________

                           7.    Sole Voting Power: 5,122,143 (But see 
                                 Items 4 and 5)
   Number of               _____________________________________________
   Shares
   Beneficially            8.    Shared Voting Power: 0
   Owned By                _____________________________________________
   Each
   Reporting               9.    Sole Dispositive Power: 5,122,143 (But 
   Person                        see Items 4 and 5)
   With                    _____________________________________________

                           10.   Shared Dispositive Power: 0
   _____________________________________________________________________

   11.   Aggregate Amount Beneficially Owned by Each Reporting Person:
         5,122,143 (But see Items 4 and 5)
   _____________________________________________________________________
   12.   Check Box if the Aggregate Amount in Row (11) Excludes Certain
         Shares:
   _____________________________________________________________________

   13.   Percent of Class Represented by Amount in Row (11): 15.2% (But
         see Items 4 and 5)

   _____________________________________________________________________

   14.   Type of Reporting Person:  CO <PAGE>
 


   _____________________________________________________________________ <PAGE>
 


<PAGE>


   _____________________________________________________________________

   1.    Name of Reporting Person:

         Montgomery Ward Holding Corp.

   _____________________________________________________________________

   2.    Check the Appropriate Box if a Member of a Group:         (a)  

                                                                   (b) X

   3.    SEC Use Only

   _____________________________________________________________________

   4.    Source of Funds:  WC

   _____________________________________________________________________

   5.    Check box if Disclosure of Legal Proceedings is
         Required Pursuant to Items 2(e) or 2(f):

   _____________________________________________________________________

   6.    Citizenship or Place of Organization:  Delaware
   _____________________________________________________________________

                           7.    Sole Voting Power: 0
                           _____________________________________________
   Number of
   Shares                  8.    Shared Voting Power: 5,122,143(1) (But 
   Beneficially                  see Items 4 and 5)
   Owned By                _____________________________________________
   Each
   Reporting               9.    Sole Dispositive Power: 0
   Person                  _____________________________________________
   With
                           10.   Shared Dispositive Power: 
                                 5,122,143 (1) (But see Items 4 and 5)

   _____________________________________________________________________

   11.   Aggregate Amount Beneficially Owned by Each Reporting Person:
         5,122,143 (But see Items 4 and 5)

   _____________________________________________________________________

   12.   Check Box if the Aggregate Amount in Row (11) Excludes Certain
         Shares:

   _____________________________________________________________________  


   13.   Percent of Class Represented by Amount in Row (11): 15.2% (But
         see Items 4 and 5)

   _____________________________________________________________________

   14.   Type of Reporting Person:  CO

   _____________________________________________________________________

    (1)     Solely in its capacity as the sole stockholder of Montgomery Ward & 
            Co., Incorporated, an Illinois corporation. <PAGE>
 


<PAGE>


   _____________________________________________________________________

   1.    Name of Reporting Person:

         Bernard F. Brennan

   _____________________________________________________________________

   2.    Check the Appropriate Box if a Member of a Group:         (a)  

                                                                   (b) X

   3.    SEC Use Only

   _____________________________________________________________________

   4.    Source of Funds:  WC

   _____________________________________________________________________

   5.    Check box if Disclosure of Legal Proceedings is
         Required Pursuant to Items 2(e) or 2(f):

   _____________________________________________________________________

   6.    Citizenship or Place of Organization: United States

   _____________________________________________________________________

                           7.    Sole Voting Power: 0 
                           _____________________________________________
   Number of
   Shares                  8.    Shared Voting Power: 5,122,143(1) (But 
   Beneficially                  see Items 4 and 5)
   Owned By                _____________________________________________
   Each
   Reporting               9.    Sole Dispositive Power: 0
   Person                  _____________________________________________
   With
                           10.   Shared Dispositive Power: 
                                 5,122,143(1) (But see Items 4 and 5)

   _____________________________________________________________________

   11.   Aggregate Amount Beneficially Owned by Each Reporting Person:
         5,122,143 (But see Items 4 and 5)

   _____________________________________________________________________

   12.   Check Box if the Aggregate Amount in Row (11) Excludes Certain
         Shares:

   _____________________________________________________________________  


   13.   Percent of Class Represented by Amount in Row (11): 15.2% (But
         see Items 4 and 5)

   _____________________________________________________________________

   14.   Type of Reporting Person:  IN

   _____________________________________________________________________

(1)Mr. Brennan is Chairman of the Board and Chief Executive Officer of each of 
Montgomery Ward & Co., Incorporated, an Illinois corporation, and Montgomery 
Ward Holding Corp., a Delaware corporation, and Designator under that certain 
Stockholders' Agreement dated as of June 17, 1988, as amended and restated to
date, applicable to shares of common stock of Montgomery Ward Holding Corp.  
As Designator, Mr. Brennan has the right to designate a majority of the board of
directors of Montgomery Ward Holding Corp.  In addition, Mr. Brennan has the 
right to vote approximately 38% of the outstanding shares of common stock of 
Montgomery Ward Holding Corp. <PAGE>
 


<PAGE>


   _____________________________________________________________________

   1.    Name of Reporting Person:

         Montgomery Ward Direct, L.P.

   _____________________________________________________________________

   2.    Check the Appropriate Box if a Member of a Group:         (a)  

                                                                   (b) X

   _____________________________________________________________________

   3.    SEC Use Only

   _____________________________________________________________________

   4.    Source of Funds:  OO

   _____________________________________________________________________

   5.    Check box if Disclosure of Legal Proceedings is
         Required Pursuant to Items 2(e) or 2(f):

   _____________________________________________________________________

   6.    Citizenship or Place of Organization:  Delaware

   _____________________________________________________________________

   Number                  7.    Sole Voting Power: 0
   of
   Shares                  _____________________________________________
   Beneficially
   Owned By                8.    Shared Voting Power: 0
   Each                    _____________________________________________
   Reporting
   Person                  9.    Sole Dispositive Power: 0
   With


                           10.   Shared Dispositive Power: 0

   _____________________________________________________________________

   11.   Aggregate Amount Beneficially Owned by Each Reporting Person: 0

   _____________________________________________________________________

   12.   Check Box if the Aggregate Amount in Row (11) Excludes Certain
         Shares:

   _____________________________________________________________________  

   13.   Percent of Class Represented by Amount in Row (11): 0.0% (But
         see Items 4 and 5)

   _____________________________________________________________________

   14.   Type of Reporting Person:  PN

   _____________________________________________________________________<PAGE>


<PAGE>


   _____________________________________________________________________

   1.    Name of Reporting Person:

         MW Direct General, Inc.

   _____________________________________________________________________

   2.    Check the Appropriate Box if a Member of a Group:         (a)  

                                                                   (b) X

   _____________________________________________________________________

   3.    SEC Use Only

   _____________________________________________________________________

   4.    Source of Funds:  OO

   _____________________________________________________________________

   5.    Check box if Disclosure of Legal Proceedings is
         Required Pursuant to Items 2(e) or 2(f):

   _____________________________________________________________________

   6.    Citizenship or Place of Organization:  Delaware


   _____________________________________________________________________

                           7.    Sole Voting Power: 0 

                           _____________________________________________
   Number of
   Shares                  8.    Shared Voting Power: 0
   Beneficially
   Owned By                _____________________________________________
   Each
   Reporting               9.    Sole Dispositive Power: 0
   Person
   With                    _____________________________________________

                           10.   Shared Dispositive Power: 0

   _____________________________________________________________________

   11.   Aggregate Amount Beneficially Owned by Each Reporting Person: 0

   _____________________________________________________________________

   12.   Check Box if the Aggregate Amount in Row (11) Excludes Certain
         Shares:  

   _____________________________________________________________________

   13.   Percent of Class Represented by Amount in Row (11): 0.0% (But
         see Items 4 and 5)

   _____________________________________________________________________

   14.   Type of Reporting Person:  CO

   _____________________________________________________________________

(1) Solely in its capacity as the sole general partner of Montgomery Ward 
    Direct, L.P., a Delaware limited partnership. <PAGE>
 


<PAGE>


   This statement constitutes Amendment No. 4 to the Statement on
   Schedule 13D (the "Schedule 13D") filed March 22, 1995 by Montgomery
   Ward & Co., Incorporated, an Illinois corporation, Montgomery Ward
   Holding Corp., a Delaware corporation, and Bernard F. Brennan in
   connection with the beneficial ownership of shares of common stock,
   $.01 par value, of ValueVision International, Inc., a Minnesota
   corporation.  Capitalized terms used herein but not otherwise defined
   herein shall have the meanings ascribed thereto in the Schedule 13D,
   as amended through Amendment No. 3 thereto.

   Item 3.     Source and Amount of Funds or Other Consideration.

         Item 3 is hereby amended and restated as follows:

         The source and amount of funds or other consideration used by
   the Reporting Persons to purchase the Purchased Shares (as defined
   herein) consisted solely of working capital of MW.  MW has not yet
   determined the source of funds or other consideration to be used to
   exercise any Warrants (as defined herein) or New Warrants (as defined
   herein).  New Warrants have been received by Direct as consideration
   for the acquisition by the Company of substantially all of the
   assets, and the assumption by the Company of enumerated liabilities,
   of Direct.

   Item 4.     Purpose of Transaction.

         Item 4 is hereby amended and restated as follows:

         The Shares to which this statement relates have been acquired
   for investment purposes and to influence the direction and management
   of the Company.

         On March 13, 1995, the Company and MW entered into each of an
   Operating Agreement (the "Operating Agreement"), a Credit Card
   License and Receivables Sales Agreement, and a Servicemark License
   Agreement (collectively, the "Related Agreements"), pursuant to which
   MW provides the Company with certain operational support, including
   merchandise sourcing and permitting the use of MW credit cards by the
   Company's customers.

         Also on March 13, 1995, the Company and MW entered into a
   Securities Purchase Agreement (the "Securities Purchase Agreement"),
   pursuant to which, on August 8, 1995 (the "Closing Date"), the
   Company issued and sold to MW 1,280,000 Shares (the "Purchased
   Shares") at a price of $6.25 per share, or $8,000,000 in the
   aggregate.  Also pursuant to the Securities Purchase Agreement, on
   the Closing Date the Company issued and sold to MW non-transferable
   warrants (the "Warrants") to purchase an aggregate of 25,000,000
   Shares with exercise prices ranging from $6.50 to $17.00 per Share,
   and an average exercise price of $9.16 per Share.  The Warrants were
   subject to the terms and provisions of a Warrant Agreement (the
   "Warrant Agreement") dated August 8, 1995 between the Company and MW,
   which provided terms with respect to vesting of the Warrants, their 

<PAGE>

   expiration, certain termination rights, certain adjustment mechanisms
   and pre-emptive rights.

         On the Closing Date, the Company and MW entered into a
   Registration Rights Agreement pursuant to which MW has certain demand
   and so-called "piggyback" registration rights.

         Pursuant to the Operating Agreement, the Company expanded its
   board of directors from five members to seven and agreed to nominate
   and recommend to the stockholders of the Company in the Company's
   Proxy Statement for its annual meeting of stockholders two
   individuals designated by MW to fill the two new directorships.

         The foregoing descriptions of the Securities Purchase
   Agreement, the Operating Agreement, the Warrant Agreement, the
   Registration Rights Agreement and the Warrants are qualified in their
   entirety by reference to the texts of such documents, which are filed
   as Exhibits 1, 2, 6, 7 and 8 hereto, respectively, and incorporated
   herein by reference.

         On September 5, 1996, MW and the Company entered into a
   Restructuring Agreement dated as of July 27, 1996 (the "Restructuring
   Agreement") with respect to a restructuring of the relationship
   between the Company and MW.  The consummation of such restructuring
   occurred on September 27, 1996 (the "1996 Closing Date"), and on such
   date the parties entered into, among other agreements, amendments and
   restatements of the Operating Agreement, the Warrant Agreement and
   the Registration Rights Agreement.  The foregoing description is
   qualified in its entirety by reference to the Restructuring Agreement
   (including the exhibits thereto) filed as Exhibit 10 hereto and
   incorporated herein by reference.

         On the 1996 Closing Date, pursuant to the Restructuring
   Agreement, in connection with certain revisions to the terms of the
   Operating Agreement and the Related Agreements and the acquisition by
   the Company of the assets of Direct, all of the Warrants, other than
   7,000,000 Warrants which were currently exercisable, were replaced
   with new "Series P" warrants to purchase 1,484,467 Shares at an
   exercise price of $0.01 per Share ("New Warrants") and Direct
   received New Warrants with respect to 1,484,993 Shares.  All New
   Warrants expire on August 8, 2003 and are fully exercisable.

         The Operating Agreement, as amended and restated, now provides
   that during the period commencing on the 1996 Closing Date and ending
   on the first to occur of (x) the date on which MW owns or has the
   right to own less than 10% of the outstanding common stock of the
   Company (computed on a fully diluted basis) and (y) the date on which
   the Operating Agreement terminates, MW will have the right to
   designate one nominee on the Company's slate of nominees for the
   Company's Board of Directors.  MW, the Company and Messrs. Robert
   Johander and Nicholas Jaksich agreed in the amended and restated
   Operating Agreement to vote all shares over which they have voting
   power for the election of the slate of directors nominated by the
   Company, including the MW designees.  MW's right to designate<PAGE>


<PAGE>


   individuals to serve as directors of the Company is subject to
   certain limitations provided in the amended and restated Operating
   Agreement.  John L. Workman, who was originally elected as a director
   of the Company on August 8, 1995, currently serves as MW's nominee on
   the Company's board of directors.

         On September 4, 1996, MW, the Company and Merchant Advisors,
   Limited Partnership ("MALP") entered into an agreement dated as of
   July 27, 1996 (the "MPLP Agreement") with respect to a contribution
   to be made by each of MW, the Company and MALP to Merchant Partners,
   Limited Partnership ("MPLP").  Each of MW and the Company are limited
   partners of MPLP and MALP is the sole general partner of MPLP. 
   Pursuant to the MPLP Agreement, on the 1996 Closing Date, MW
   contributed to MPLP New Warrants with respect to 1,327,317 Shares and
   the Company contributed to MPLP New Warrants with respect to 199,097
   Shares.  MALP concurrently contributed to MPLP cash and a promissory
   note in an amount determined pursuant to the MPLP Agreement.  The
   foregoing description is qualified in its entirety by reference to
   the MPLP Agreement filed as Exhibit 11 hereto and incorporated herein
   by reference.

         Also on the 1996 Closing Date, Direct and its partners made a
   liquidating distribution of the New Warrants received on the 1996
   Closing Date by Direct, and such New Warrants are, therefore, now
   held directly by MW.

         On September 28, 1996, pursuant to an Exchange Agreement dated
   as of September 28, 1996 between MW and the Company (the "Exchange
   Agreement"), MW exchanged the 7,000,000 exercisable Warrants held by
   it with the Company for 2,200,000 New Warrants.  Following such
   transaction, MW no longer holds any Warrants, but holds New Warrants
   with respect to an aggregate of 3,842,143 Shares.  In connection with
   this exchange, the parties entered into a Second Amended and Restated
   Warrant Agreement and a Second Amended and Restated Registration
   Rights Agreement, each of which contained amendments reflecting the
   exchange of all remaining original Warrants.  The foregoing
   description of the Exchange Agreement is qualified in its entirety by
   reference to the text of the Exchange Agreement, which is filed as
   Exhibit 12 hereto and incorporated herein by reference.

         The foregoing descriptions of the Amended and Restated
   Operating Agreement, the Second Amended and Restated Warrant
   Agreement, the Second Amended and Restated Registration Rights
   Agreement and the New Warrants are qualified in their entirety by
   reference to the texts of such documents, which are filed as Exhibits
   13, 14, 15 and 16 hereto, respectively, and incorporated herein by
   reference.

         The Reporting Persons intend to review continuously their
   investment in the Company and, on the basis of such review and such
   market and other factors as they may deem relevant, may, subject to
   the limitations contained in the agreements described above,
   determine to increase or decrease their investment in the Company. 
   In addition, the designees of MW on the Company's board of directors<PAGE>



<PAGE>

   may make proposals and take such other actions as are commensurate
   with their rights and duties as directors.

         Except as described herein, the Reporting Persons have no plans
   or proposals with respect to the Company that relate to or would
   result in any of the actions specified in clauses (a) through (j) of
   Item 4 of Schedule 13D.

   Item 5.     Interests in Securities of the Issuer.

         Item 5 is hereby amended and restated as follows:

         According to the Company's Quarterly Report on Form 10-Q for
   the fiscal quarter ended July 31, 1996, as of September 12, 1996,
   29,888,298 Shares were outstanding.  The calculations made pursuant
   to this Item 5 assume that the application of Rule 13d-3(d)(1)(i)
   promulgated under the Act could result in beneficial ownership by the
   Reporting Persons of all of the Shares subject to the Warrants.

         (a)  Including the 3,842,143 Shares subject to the New Warrants
   held by MW, MW may be deemed to beneficially own (pursuant to Rule
   13d-3 promulgated under the Securities Exchange Act of 1934, as
   amended) directly 5,122,143 Shares, which constitutes approximately
   15.2% of the Shares outstanding including such 5,122,143 Shares. 
   Both Holding and Brennan, through their relationship with MW, may be
   deemed to beneficially own all of the Shares beneficially owned by
   MW.  Because of the liquidating distributions described in Item 4,
   neither Direct nor General currently beneficially owns any Shares. 
   MPLP may be deemed to beneficially own (pursuant to Rule 13d-3)
   1,526,414 Shares (or approximately 4.9% of the Shares outstanding). 
   Each of the Reporting Persons disclaims any beneficial ownership with
   respect to Shares beneficially owned by MPLP.

         (b)   Except as limited by the agreement contained in the
   Operating Agreement with respect to the election of directors as
   described in Item 4 above, MW will have the sole power to 
   vote or direct the vote of, and the sole power to dispose or direct
   the disposition of, the Shares reported herein as owned by it. 
   Holding, as the sole stockholder of MW, and Brennan, as the Chairman
   of the Board and Chief Executive Officer of MW and as Designator, may
   each be deemed to share voting and dispositive power with respect to
   all Shares beneficially owned by MW. 

         (c)  Except as set forth above, the Reporting Persons do not
   beneficially own any Shares and, except as set forth herein, have
   effected no transactions in Shares during the preceding 60 days.<PAGE>


<PAGE>


   Item 7.     Material to be filed as Exhibits.

         Item 7 is hereby amended by adding thereto the following:

               Exhibit 12  Exchange Agreement

               Exhibit 13  Amended and Restated Operating Agreement

               Exhibit 14  Second Amended and Restated Warrant Agreement

               Exhibit 15  Second Amended and Restated Registration
                           Rights Agreement

               Exhibit 16  Series P Warrant Certificates <PAGE>
 



<PAGE>

      After reasonable inquiry and to the best of my knowledge and
   belief, I certify that the information set forth in this statement is
   true, complete and correct.

   Dated:  September 30, 1996

                                    MONTGOMERY WARD & CO., INCORPORATED


                                    By:   /s/ JOHN L. WORKMAN           
                                          John L. Workman, Executive
                                          Vice President and Chief
                                          Financial Officer


                                    MONTGOMERY WARD HOLDING CORP. 


                                    By:   /s/ JOHN L. WORKMAN           
                                          John L. Workman, Executive
                                          Vice President and Chief
                                          Financial Officer


                                    /s/ MYRON LIEBERMAN                 
                                    Myron Lieberman, as
                                    attorney-in-fact for
                                    Bernard F. Brennan


                                    MONTGOMERY WARD DIRECT, L.P.

                                    By: MW DIRECT GENERAL, INC.,
                                          its general partner


                                          By:/s/ JOHN L. WORKMAN        
                                             John L. Workman, Treasurer

                                    MW DIRECT GENERAL, INC.


                                    By:   /s/ JOHN L. WORKMAN           
                                          John L. Workman, Treasurer<PAGE>


<PAGE>


                                 EXHIBIT A

      Pursuant to Rule 13d-1(f)(1)(iii) of Regulation 13D-G of the
   General Rules and Regulations of the Securities and Exchange
   Commission under the Securities Exchange Act of 1934, as amended, the
   undersigned agree that the statement to which this Exhibit is
   attached is filed on behalf of each of them in the capacities set
   forth herein below.

   Dated:  September 30, 1996

   MONTGOMERY WARD &                      MONTGOMERY WARD HOLDING CORP.
    CO., INCORPORATED          


   By: /s/ JOHN L. WORKMAN             By:  /s/ JOHN L. WORKMAN         
      John L. Workman,                    John L. Workman,
      Executive Vice President            Executive Vice President
      and Chief Financial Officer         and Chief Financial Officer



   /s/ MYRON LIEBERMAN        
   Myron Lieberman, as
   attorney-in-fact for
   Bernard F. Brennan



   MONTGOMERY WARD DIRECT, L.P.

   By:      MW DIRECT GENERAL, INC.,
      its general partner


      By:/s/ JOHN L. WORKMAN  
         John L. Workman, Treasurer



   MW DIRECT GENERAL, INC.


   By:  /s/ JOHN L. WORKMAN         
      John L. Workman, Treasurer<PAGE>

<PAGE>
 







                            EXCHANGE AGREEMENT


         THIS EXCHANGE AGREEMENT is made as of September 28, 1996,
   between Montgomery Ward & Co., Incorporated, an Illinois corporation
   ("MW") and ValueVision International, Inc., a Minnesota corporation
   ("VVI").

                              R E C I T A L S


         A.  MW and VVI entered into a Stock Purchase Agreement (the
   "Stock Purchase Agreement"), pursuant to which MW agreed to purchase
   and VVI agreed to issue 1,280,000 shares of VVI common stock (the
   "Shares"), and VVI also agreed to issue a total of 25,000,000
   warrants, subject to adjustment (the "Original Warrants") to MW. .  

         B.  The closing of the purchase of the Shares and issuance of
   the Original Warrants took place on August 8, 1995, at which time the
   Shares and the Original Warrants were issued, and MW and VVI entered
   into (i) a Warrant Agreement with respect to the Original Warrants
   (the "Original Warrant Agreement") and (ii) a Registration Rights
   Agreement with respect to the Shares and the shares of stock
   underlying the Original Warrants (the "Original Registration Rights
   Agreement").  The Original Warrant Agreement and the Original
   Registration Rights Agreement are referred to herein as the "Original
   Securities Related Agreements".


         C.    On July 27, 1996, MW and VVI entered into a restructuring
   agreement (the  Restructuring Agreement ) which provided for, among
   other matters, the exchange of the Series C through O Warrants,
   inclusive for newly issues Series P Warrants and the execution of an
   Amended and Restated Warrant Agreement  (the  Amended and Restated
   Warrant Agreement ) which amends and restates the Original Warrant
   Agreement and the execution of an Amended and Restated Registration
   Rights Agreement (the  Amended and Restated Warrant Agreement ) which
   amends and restates the Original Registration Rights Agreement.  In
   connection with such Restructuring Agreement, Montgomery Ward Direct,
   L.P., a Delaware limited partnership ("MWD")received certain Series P
   Warrants ( MWD Warrants ) and subsequently transferred all of its
   right title and interest in and to the MWD Warrants to MW.  In
   addition, MW transferred certain of its Series P Warrants to Merchant
   Partners, Limited Partnership, a Delaware limited partnership
   ( MPLP ). 

         D.    Original Warrants of Series  A and B have vested ( Vested
   Warrants ). MW and VVI now desire to exchange the Vested Warrants for
   New Warrants, as provided, and to amend the Amended and Restated
   Warrant Agreement and the Amended and Restated Registration Rights
   Agreement according as set forth in Exhibits A and B respectively. <PAGE>



<PAGE>

                            A G R E E M E N T S

         NOW, THEREFORE, the parties agree as follows:

         1.  Amendment and Restatement of Agreements.  On the Closing
   Date:

               (a)   MW, MWD, MPLP and VVI shall amend and restate the
         Amended and Restated Warrant Agreement by entering into a
         Second Amended and Restated Warrant Agreement in the form
         attached hereto as Exhibit A (the "Second Amended and Restated
         Warrant Agreement"); and 

               (b)  MW, MWD, MPLP and VVI shall amend and restate the
         Amended and Restated Registration Rights Agreement by entering
         into an Second Amended and Restated Registration Rights
         Agreement in the form attached hereto as Exhibit B (the "Second
         Amended and Restated Registration Rights Agreement").

   The documents referred to in this paragraph 2 are referred to herein
   collectively as the "Second Amended and Restated Documents".

         2.  Surrender of Warrants.  On the Closing Date, MW shall
   surrender to VVI all of the Vested Warrants for cancellation.

         3.  Issuance of New Warrants.  In consideration of the
   surrender of the Vested Warrants, VVI shall issue to MW a total of
   2,200,000 New Warrants.

   All New Warrants shall contain the terms and features set forth in
   the Second Amended and Restated Warrant Agreement.  Concurrently with
   the issuance of New Warrants.

         4.  Time of Closing; Effectiveness of Closing.  The closing of
   the surrender and cancellation of the Vested Warrants, and the
   issuance of the New Warrants (the "Closing"), shall all take place
   concurrently, on the date which is not more than five (5) business
   days after the date on which this Agreement is executed by all of the
   parties hereto(the "Closing Date").

         5.    Notices.  All notices, demands, requests or other
   communications which may be or are required to be given pursuant to
   this Agreement or any of the Related Agreements shall be in writing
   and shall be personally delivered, mailed by first-class, registered
   or certified mail, postage prepaid, or sent by electronic or
   facsimile transmission, addressed as follows:

                     If to VVI:

                           ValueVision International, Inc.
                           6740 Shady Oak Road

                                   - 2 -<PAGE>


<PAGE>


                           Minneapolis, Minnesota  55344
                           Attention:  Chief Executive Officer

                     with a copy to:

                           Maslon, Edelman, Borman & Brand, a
                           professional limited liability partnership
                           3300 Norwest Center
                           90 South Seventh Street
                           Minneapolis, Minnesota  55402-4140
                           Attention:  William M. Mower

                     If to MW:

                           Montgomery Ward & Co., Incorporated
                           619 W. Chicago Avenue
                           Chicago, Illinois 60671
                           Attention: General Counsel

                     with a copy to:

                           Altheimer & Gray
                           Suite 4000
                           10 South Wacker Drive 
                           Chicago, Illinois  60606 
                           Attention: Myron Lieberman

   Each party may designate by notice in writing a new address to which
   any notice, demand, request or communication may thereafter be so
   given, served or sent.  Each notice, demand, request or communication
   which shall be delivered, mailed or transmitted in the manner
   described above shall be deemed sufficiently given, served, sent or
   received for all purposes at such time as it is delivered to the
   addressee or at such time as delivery is refused by the addressee
   upon presentation.

         6.    Severability.  Whenever possible, each provision of this
   Agreement shall be interpreted in such a manner as to be effective
   and valid under applicable law, but if one or more of the provisions
   of any of such documents are subsequently declared invalid or
   unenforceable, such invalidity or unenforceability shall not in any
   way affect the validity or enforceability of the remaining provisions
   of such documents, which shall be applied and construed so as to
   reflect substantially the intent of the parties and achieve the same
   economic effect as originally intended by the terms  hereof, unless
   those provisions which are invalidated or  unenforceable are material
   to the performance of either party's affirmative or negative
   obligations under the relevant agreement, in which case the entire
   such agreement shall be terminable, at the option of the party whose
   rights thereunder have been adversely affected thereby, provided that
   such party must exercise its option to terminate such agreement

                                   - 3 -<PAGE>


<PAGE>


   within ninety (90) days following the date on which such provision is
   declared or determined to be invalid, voidable or unenforceable and
   the other party must be given sixty (60) days in which to agree to a
   valid modification of such agreement which would substantially
   eliminate such adverse effects.  


         7.    Waivers.  Neither the waiver by any party hereto of a
   breach of or a default under any of the provisions of this Agreement
   , nor the failure of any party hereto, on one or more occasions, to
   enforce any of the provisions of any of said documents or to exercise
   any right, remedy or privilege hereunder shall thereafter be
   construed as a waiver of any such provisions, rights, remedies or
   privileges hereunder.  Any of the terms, covenants, representations,
   warranties, or conditions hereof and thereof may be waived only by a
   written instrument executed by the party waiving compliance.

         8.    Exercise of Rights.  No failure or delay on the part of
   any party hereto in exercising any right, power or privilege under
   this Agreement, and no course of dealing between the parties hereto
   shall operate as a waiver thereof, nor shall any single or partial
   exercise of any right, power or privilege under any of such documents
   preclude any other or further exercise thereof or the exercise of any
   other right, power or privilege.  

         9.    Binding Effect.  Subject to the provisions hereof
   restricting assignment, this Agreement shall be binding upon and
   shall inure to the benefit of the parties and their respective
   successors and permitted assigns.

         10.   Entire Agreement.  This Agreement, including the Exhibits
   hereto, contains the entire agreement between the parties hereto with
   respect to the matters contained herein and therein, and supersede
   all prior oral or written agreements, commitments or understandings
   with respect to the matters provided for herein.

         11.   Pronouns.  All pronouns and any variations thereof used
   in this Agreement shall be deemed to refer to the masculine,
   feminine, neuter, singular or plural, as the identity of the Person
   or the context may require.

         12.   Headings.  Section headings contained in this Agreement
   and the Related Agreements are inserted for convenience of reference
   only, shall not be deemed to be a part of such Agreement for any
   purpose, and shall not in any way define or affect the meaning,
   construction or scope of any of the provisions hereof.

         13.   Governing Law.  This Agreement, the rights and
   obligations of the parties hereto and thereto, and any claim or
   disputes relating to any thereof, shall be governed by and construed
   in accordance with the internal laws of the State of Illinois,

                                   - 4 -<PAGE>


<PAGE>


   without giving effect to the principles of conflicts of laws thereof. 


         14.   Execution in Counterparts.  To facilitate execution, this
   Agreement may each be executed in as many counterparts as may be
   required, and it shall not be necessary that the signatures of, or on
   behalf of, each party, or that the signatures of all Persons required
   to bind any party, appear on each counterpart; but it shall be
   sufficient that the signature of, or on behalf of, each party, or
   that the signatures of the Persons required to bind any party, appear
   on one or more of the counterparts.  All counterparts shall
   collectively constitute a single agreement.  It shall not be
   necessary in making proof of this Agreement to produce or account for
   more than the number of counterparts containing the respective
   signatures of, or on behalf of, all of the parties hereto.

         15.   Assignment.  Neither party may assign its rights under
   this Agreement without the consent of the other party, which consent
   may be granted or withheld in the sole discretion of such other
   party, except that either party may assign all of its rights
   hereunder in connection with a sale or other transfer of
   substantially all of its assets, provided that the assignee assumes
   all of the liabilities of the assignor hereunder.  No permitted
   assignment shall relieve the assignor of its obligations (which shall
   be primary and which may be discharged in whole or in part by the
   assignee) under this Agreement.  Any unauthorized assignment and any
   assignment made in contravention of this Section 18 shall be null and
   void.

         16.   Amendments and Modification.  This Agreement may only be
   amended or modified by a subsequent written agreement by the parties
   hereto.

         17.   Construction.  This Agreement shall not be construed more
   strictly against one party than against the other merely by virtue of
   the fact that such document may have been prepared primarily by
   counsel for one of the parties, it being recognized that both parties
   have contributed substantially and materially to the preparation of
   such documents.

         IN WITNESS WHEREOF, the parties hereto have executed this
   Agreement effective on the date first set forth above.

   MONTGOMERY WARD & CO., INCORPORATED VALUEVISION INTERNATIONAL, INC.


   BY: /s/ JOHN L. WORKMAN             BY: /s/ ROBERT L. JOHANDER

   TITLE: Executive Vice President     TITLE: Chief Executive Officer



                                   - 5 -<PAGE>



<PAGE>

                                                               Exhibit A
               SECOND AMENDED AND RESTATED WARRANT AGREEMENT


         Warrant Agreement dated as of this 28th day of September, 1996,
   by and among ValueVision International, Inc., a Minnesota corporation
   (the "Company"), Montgomery Ward & Co., Incorporated, an Illinois
   corporation ("MW"), Montgomery Ward Direct, L.P., a Delaware limited
   partnership ("MWD")and Merchant Partners, Limited Partnership, a
   Delaware limited partnership ( MPLP ).

                              R E C I T A L S

         A.    Pursuant to a Securities Purchase Agreement dated as of
   March 13, 1995 by and between the Company and MW, the Company agreed
   to issue and sell, and MW agreed to purchase, Existing Warrants (as
   herein defined) to purchase an aggregate of 25,000,000 shares of the
   Common Stock of the Company, subject to adjustment, under the terms
   and subject to the conditions set forth therein.  The Existing
   Warrants are governed by the terms of a certain Warrant Agreement,
   dated August 8, 1995, between MW and VVI (the  Original Warrant
   Agreement ).

         B.    Pursuant to a certain Restructuring Agreement, dated July
   27, 1996, between the Company and MW (the "Restructuring Agreement"),
   the Company and MW agreed to exchange the Series C-O Warrants, to
   amend and restate that certain Operating Agreement and that certain
   Servicemark License Agreement, and to amend that certain Credit Card
   Receivables Sale and Purchase Agreement, all dated as of March 13,
   1995, and to amend and restate that certain Registration Rights
   Agreement, dated August 8, 1995 and this Agreement, all in
   consideration of the issuance by VVI of  new Series P Warrants to
   purchase an aggregate of 1,484,462 shares of Common Stock (the
   "Exchange Warrants").
    
         D.    Pursuant to an Asset Purchase Agreement, dated as of July
   27, 1996, between the Company s subsidiary, ValueVision Direct
   Marketing Company, Inc.,  and MWD (the "Asset Purchase Agreement"),
   ValueVision Direct Marketing Company, Inc. delivered to MWD, as
   consideration for the sale of all of MWD's assets, Series P warrants
   to purchase an aggregate of 1,484,993 shares of Common Stock (the
   "MWD Warrants").  MWD subsequently transferred all of its right title
   and interest in and to the MWD Warrants to MW.  In addition, MW
   transferred certain of its Series P Warrants to MPLP.

         E.  Pursuant to an Exchange Agreement dated September ___,
   1996, (the  Exchange Agreement )VVI and MW have agreed to exchange
   the Vested Warrants for additional Series P Warrants to purchase an
   aggregate of 2,200,000 shares of Common Stock (the  Replacement
   Warrants )and to amend this Agreement and the Amended and Restated
   Registration Rights.

                                   - 1 -<PAGE>



<PAGE>

         F.  MPLP desires to become a party to this Agreement and MW,
   MWD, MPLP and VVI desire to amend and restate the Amended and
   Restated Warrant Agreement to set forth the terms under which the New
   Warrants may be exercised.  


                           A G R E E M E N T S 

         NOW, THEREFORE, in consideration of the premises set forth
   herein and other good and valuable consideration, the receipt and
   sufficiency of which are hereby acknowledged, the Company, MW MPLP
   and MWD agree that the Original Warrant Agreement shall be amended
   and restated to read as follows:

         A.    Definition of Terms.  As used in this Warrant Agreement,
   the following capitalized terms shall have the following respective
   meanings:

               (a)   Asset Purchase Agreement:  "Asset Purchase
         Agreement" has the meaning assigned thereto in the Recitals.

               (b)   Business Day:  A day other than a Saturday, Sunday
         or other day on which banks in the State of Minnesota are
         authorized by law to remain closed.

               (c)   Common Stock:  Common stock, $.01 par value per
         share, of the Company.

               (d)   Common Stock Equivalents:  Securities that are
         convertible into or exercisable for Common Stock.

               (e)   Company:  "Company" has the meaning assigned
   thereto in the Preamble.

               (f)   Conversion Ratio:  The number of Warrant Shares of
         Common Stock issuable upon the exercise of a Warrant, which
         shall initially be 1, subject to adjustment from time to time
         pursuant to Section 6.1.

               (g)   Exchange Act:  The Securities Exchange Act of 1934,
         as amended.

               (h)   Exchange Agreement:  "Exchange Agreement" has the
         meaning assigned thereto in the Recitals.

               (i)  Exchange Warrants:  "Exchange Warrants" has the
         meaning assigned thereto in Recital B.

               (j)   Exercise Price Per Share:  The "Exercise Price Per
         Share" shall mean in the case of New Warrants, the exercise
         price payable for each Warrant Share upon exercise of a New

                                   - 2 -<PAGE>



<PAGE>

         Warrant, which shall initially be set at $.01 per share,
         subject to adjustment from time to time pursuant to Section
         6.1.

               (k)   Existing Warrants:  Warrants issued pursuant to the
         Securities Purchase Agreement and the Warrant Agreement. 

               (l)   Expiration Date:  August 8, 2003, or if such day is
         not a Business Day, the next succeeding day which is a Business
         Day.

               (m)   HSR Act:  "HSR Act" has the meaning assigned
   thereto in Section 5.9.

               (n)   Market Price:  The Market Price per share of Common
         Stock at any date shall be deemed to be the average of the
         daily closing prices for the 20 consecutive trading days ending
         on such date.  The closing price for each day shall be the last
         sale price of the Common Stock, or in case no such reported
         sales take place on such day, the average of the last reported
         bid and asked prices of the Common Stock, in either case on the
         principal national securities exchange on which the Common
         Stock is admitted to trading or listed, or if not listed or
         admitted to trading on any such exchange, as reported by
         NASDAQ, or other similar organization if NASDAQ is no longer
         reporting such information, or if not so available, the fair
         market price of the Common Stock as determined in good faith by
         the Board of Directors.

               (o)   MPLP:  "MPLP" has the meaning assigned thereto in
   Section 13.

               (p)   MW:  "MW" has the meaning assigned thereto in the
   Preamble.

               (q)   MWD:  "MWD" has the meaning assigned thereto in the
   Preamble.

               (r)   MWD Warrants:  "MWD Warrants has the meaning
   assigned thereto in Recital E.

               (s)   MW Group:  "MW Group" has the meaning assigned
         thereto in that certain Amended and Restated Operating
         Agreement by and between MW and the Company of even date
         herewith.

               (t)   NASD:  National Association of Securities Dealers,
         Inc. and NASDAQ:  NASD Automatic Quotation System.

               (u)   New Warrants:  Warrants in the form attached hereto
         as Exhibit A to be issued on the date hereof pursuant to the

                                   - 3 -<PAGE>



<PAGE>

         Exchange Agreement, the Restructuring Agreement and the Asset
         Purchase Agreement in exchange for all of the Existing Warrants
         including but not limited to the Series A-B Warrants, and all
         other warrants that may be issued in their place  (together
         evidencing the right to purchase an aggregate of 5,169,455
         shares of Common Stock), subject to adjustment pursuant to
         Section 6 hereof.  The New Warrants include the Exchange
         Warrants, the Replacement Warrants and the MWD Warrants.

               (v)   Original Warrant Agreement:  That certain Warrant
         Agreement, dated August 8, 1995, between the Company and MW.

               (w)   Replacement Warrants:  Warrants in the form
         attached hereto as Exhibit A to be issued on the date hereof
         pursuant to the Exchange Agreement in exchange for all of the
         Vested Warrants, and all other warrants that may be issued in
         their place, to purchase an aggregate of 2,200,000 shares of
         Common Stock subject to adjustment pursuant to Section 6
         hereof. 

               (x)   Exchange Agreement:  "Exchange Agreement" has the
         meaning assigned thereto in the Recitals.

               (y)   Series A-B Warrants:  "Series A-B Warrants" has the
         meaning assigned thereto in the Recitals.

               (z)   Series C-O Warrants:  "Series C-O Warrants" has the
         meaning assigned thereto in the Recitals.

               (aa)  SEC:  The Securities and Exchange Commission.

               (ab)  Securities Purchase Agreement:  "Securities
         Purchase Agreement" has the meaning assigned thereto in the
         Recitals.

               (ac)  Term:  "Term" has the meaning assigned thereto in
   Section 15.

               (ad)  Warrants: The New Warrants.

               (ae)  Warrant Shares:  "Warrant Shares" has the meaning
         assigned thereto in Section 2.

         B.    Warrant Shares.  Each New Warrant will initially be
   exercisable for one share of Common Stock (a "Warrant Share"),
   subject to adjustment pursuant to Section 6 hereof.

         C.    Vesting. All New Warrants shall be fully vested when
   issued.

         D.    Expiration of Warrants.  All Warrants shall expire at

                                   - 4 -<PAGE>



<PAGE>

   5:00 pm Minneapolis, Minnesota time, on the Expiration Date.  All
   Warrants that are not exercised on or prior to the Expiration Date
   shall become void on the Expiration Date, and all rights hereunder
   and under such Warrants shall thereupon cease.

         E.    Exercise of Warrants.  

               1.    Exercise Period.  Any or all Warrants may be
   exercised by the holder thereof at any time and from time to time
   after 9:00 am, Minneapolis, Minnesota time, on the date hereof, and
   before 5:00 pm, Minneapolis, Minnesota time, on the Expiration Date.

               2.    Exercise Procedure.  The Warrant holder may
   exercise Warrants during any time that such Warrants are exercisable
   in whole or in part, by presentation and surrender of the Warrant
   Certificate to the Company at its principal executive offices, with
   the Subscription Form annexed thereto duly executed and accompanied
   by payment of the full Exercise Price Per Share for each Warrant
   Share to be purchased in immediately available funds by wire transfer
   to a bank designated by the Company from time to time.

               3.    Issuance of Warrant Shares.  Subject to Section
   5.9, upon receipt of the Warrant Certificate with Subscription Form
   duly executed and accompanied by payment of the aggregate Exercise
   Price Per Share for the Warrant Shares for which the Warrant is then
   being exercised, and provided that the holder has made any government
   filings, and has obtained any governmental actions, consents,
   approvals, or waiver, required on the holder's part in order to
   exercise the Warrants, the Company shall cause to be issued
   certificates for the total number of whole shares of Common Stock for
   which the Warrant is being exercised (adjusted to reflect the effect
   of the provisions contained in Section 6 hereof, if any), in such
   denominations as are requested for delivery to the holder, and the
   Company shall thereupon deliver such certificates to the holder.  The
   holder shall be deemed to be the holder of record of the shares of
   Common Stock issuable upon such exercise, notwithstanding that the
   stock transfer books of the Company shall then be closed or that
   certificates representing such shares of Common Stock shall not then
   be actually delivered to the holder.  If at the time a Warrant is
   exercised, a Registration Statement is not in effect to register
   under the Securities Act the Warrant Shares issuable upon exercise of
   such Warrant, the Company may require the holder to make such
   representations, and may place such legends on certificates
   representing the Warrant Shares, as are customary and may be
   reasonably required in the opinion of counsel to the Company to
   permit the Warrant Shares to be issued without such registration.

               4.    Residual Warrants.  In case the Warrant holder
   shall exercise a Warrant with respect to less than all of the Warrant
   Shares that may be purchased under such Warrant, the Company shall
   execute a Warrant in the form of such Warrant for the balance of such

                                   - 5 -<PAGE>



<PAGE>

   Warrant Shares and deliver such Warrant to the holder.

               5.    Transfer Taxes.  The Company shall pay any and all
   stock transfer and similar taxes which may be payable in respect of
   the issue of the Warrant or in respect of the issue of any Warrant
   Shares.  

               6.    Reservation of Shares.  The Company hereby agrees
   that at all times while any Warrants are outstanding there shall be
   reserved for issuance and delivery upon exercise of the Warrants such
   number of shares of Common Stock or other shares of capital stock of
   the Company from time to time issuable upon exercise of the Warrants. 
   All such shares shall be duly authorized, and when issued upon such
   exercise, shall be validly issued, fully paid and nonassessable, free
   and clear of all liens, security interests, charges and other
   encumbrances or restrictions on sale and free and clear of all
   preemptive rights.

               7.    Fractional Shares.  The Company shall not be
   required to issue any fraction of a share of its capital stock in
   connection with the exercise of a Warrant.  The holder of Warrants
   will be required to exercise such number of Warrants so that a whole
   number of shares of Common Stock will be issued, or, at the Company's
   sole option, the Company may (i) pay such holder an amount in cash
   equal to such fraction of a share multiplied by the Market Price of
   one share of Common Stock on the exercise date, or (ii) may issue the
   larger number of whole shares purchasable upon exercise of the
   Warrant, and may require such holder to pay an additional amount
   equal to the exercise price multiplied by the balance of the share.

               8.    Listing.  Prior to the issuance of shares of Common
   Stock upon exercise of a Warrant, the Company shall use its
   reasonable best efforts to secure the listing of such shares of
   Common Stock upon each national securities exchange or automated
   quotation system, if any, upon which shares of Common Stock are then
   listed (subject to official notice of issuance upon exercise of the
   Warrant) and shall maintain, so long as any other shares of Common
   Stock shall be so listed, such listing of all shares of Common Stock
   from time to time issuable upon the exercise of the Warrant; and the
   Company shall so list on each national securities exchange or
   automated quotation system, and shall maintain such listing of, any
   other shares of capital stock of the Company issuable upon the
   exercise of the Warrant if and so long as any shares of the same
   class shall be listed on such national securities exchange or
   automated quotation system.

               9.    Approvals of Regulatory Authorities.  In the event
   any filings with or approvals by any federal or state regulatory
   agency would be required by virtue of the exercise of any of the
   Warrants (including, without limitation, the U.S. Departments of
   Justice and Commerce under the Hart-Scott-Rodino Antitrust

                                   - 6 -<PAGE>



<PAGE>

   Improvements Act ("HSR Act") or the Federal Communications Commission
   under the Federal Communications Act), such exercise of such Warrant
   shall be conditional upon (x) expiration or termination of the
   waiting period under the HSR Act, and (y) receipt of any other
   required regulatory approvals, but shall otherwise be unconditional. 
   If this Section 5.9 is applicable, (x) the parties will cooperate
   with each other and make such respective filings and take such other
   respective actions as may be necessary or desirable in order that the
   exercise of any such Warrant shall be in accordance with applicable
   laws, and (y) the Term of this agreement shall be extended, if
   required, during the period in which applications for regulatory
   approvals are pending before regulatory authorities.

      F.    Exercise Price Per Share and Conversion Ratio Adjustments. 
   The Exercise Price Per Share and the Conversion Ratio, and the kind
   of Warrant Shares shall be subject to adjustment from time to time
   upon the occurrence of certain events and at the times as provided
   for in this Section 6. 

            1.    Mechanical Adjustments.  If at any time prior to the
   exercise of any Warrant, the Company shall (i) declare a dividend or
   make a distribution on the Common Stock payable in shares of its
   capital stock (whether shares of Common Stock or of capital stock of
   any other class); (ii) subdivide, reclassify or recapitalize
   outstanding Common Stock into a greater number of shares;
   (iii) combine, reclassify or recapitalize its outstanding Common
   Stock into a smaller number of shares, or (iv) issue any shares of
   its capital stock by reclassification of its Common Stock (including
   any such reclassification in connection with a consolidation or a
   merger in which the Company is the continuing corporation),
   excluding, however, any dividend, distribution, reclassification or
   recapitalization that requires the payment of more than nominal
   additional consideration by security holders, the Conversion Ratio in
   effect at the time of the record date of such dividend, distribution,
   subdivision, combination, reclassification or recapitalization shall
   be immediately adjusted so that upon exercise of a Warrant the holder
   thereof shall be entitled to receive the aggregate number and kind of
   shares which, if the Warrants had been exercised in full immediately
   prior to such event, the holder thereof would have owned upon such
   exercise and been entitled to receive by virtue of such dividend,
   distribution, subdivision, combination, reclassification or
   recapitalization, for the same aggregate consideration.  The Exercise
   Price Per Share payable upon exercise of each Warrant shall
   simultaneously be adjusted by multiplying the initial Exercise Price
   Per Share in effect for such Warrant by the Conversion Ratio in
   effect immediately prior to such adjustment and dividing the products
   so obtained by the Conversion Ratio, as adjusted.  Any adjustments
   required by this Section 6.1 shall be made successively immediately
   after the record date, in the case of a dividend or distribution, or
   the effective date, in the case of a subdivision, combination,
   reclassification or recapitalization, to allow the purchase of such

                                   - 7 -<PAGE>



<PAGE>

   aggregate number and kind of shares, subject to Section 6.4.

            2.    Subsequent Adjustments.  In the event that at any
   time, as a result of any adjustment made pursuant to Section 6, the
   holder of a Warrant thereafter shall become entitled to receive any
   shares of the Company other than Common Stock, thereafter the number
   of such other shares so receivable upon exercise of any Warrant shall
   be subject to adjustment from time to time in a manner and on terms
   as nearly equivalent as practicable to the provisions with respect to
   the Common Stock contained in Section 6, subject to Section 6.6.

            3.    No Adjustment for Cash Dividends.  No adjustment in
   respect of any cash dividends not constituting Special Dividends
   shall be made during the term of the Warrants or upon the exercise of
   any Warrant.

            6.4  Notice of Adjustment.  No adjustment in the Conversion
   Ratio shall be required unless such adjustment would increase or
   decrease the Conversion Ratio by at least .001; provided, however,
   that any adjustments which by reason of this Section 6.6 are not
   required to be made shall be carried forward and taken into account
   in any subsequent adjustment.  All calculations under this Section 6
   shall be made to the nearest one-hundredth of a share or the nearest
   tenth of a cent, as the case may be.  The adjusted Conversion Ratio
   may be rounded off to the nearest one millionth (six places to the
   right of the decimal point).  Whenever the Conversion Ratio or the
   Exercise Price Per Share is adjusted as herein provided, the Company
   shall prepare and deliver forthwith to all holders of Warrants a
   certificate signed by its Chief Financial Officer, setting forth the
   adjusted Conversion Ratio, the adjusted number of shares purchasable
   upon the exercise of Warrants and the Exercise Price Per Share of
   such shares after such adjustment, setting forth a brief statement of
   the facts requiring such adjustment and setting forth the computation
   by which such adjustment was made.  The failure to give such notice
   or any defect therein shall not affect the validity or effectiveness
   of any such adjustment.

            6.5   Form of Warrant After Adjustments.  The form of
   Warrants need not be changed because of any adjustments in the
   Exercise Price Per Share or the number or kind of the Warrant Shares,
   and Warrants theretofore or thereafter issued may continue to express
   the same price and number and kind of shares as are stated in an
   adjusted Warrant, as initially issued.









                                   - 8 -<PAGE>


<PAGE>


      G.    No Rights as Shareholders; Notice to Holders.  Nothing
   contained in this Agreement or in the Warrants shall be construed as
   conferring upon a holder of Warrants by virtue of its status as a
   Warrant holder the right to vote or to receive dividends or to
   consent or to receive notice as a shareholder in respect of any
   meeting of shareholders for the election of directors of the Company
   or of any other matter, or any rights whatsoever as shareholders of
   the Company.  The Company shall give notice to all holders of
   Warrants if at any time prior to the expiration or exercise in full
   of the Warrants, any of the following events shall occur: 

            (a)   the Company shall authorize the payment of any
      dividend payable in any securities upon shares of Common Stock or
      authorize the making of any distribution (other than a regular
      cash dividend or distribution paid out of net profits legally
      available therefor) to all holders of Common Stock;

            (b)   the Company shall authorize the issuance to all
      holders of Common Stock of any additional shares of Common Stock
      or Common Stock Equivalents or of rights, options or warrants to
      subscribe for or purchase Common Stock or Common Stock Equivalents
      or of any other subscription rights, options or warrants;

            (c)   a dissolution, liquidation or winding up of the
      Company (other than in connection with a consolidation, merger, or
      sale or conveyance of the property of the Company as an entirety
      or substantially as an entirety); or

            (d)   a capital reorganization or reclassification of the
      Common Stock (other than a change in the par value of the Common
      Stock) or any consolidation or merger of the Company with or into
      another corporation (other than a consolidation or merger in which
      the Company is the continuing corporation and that does not result
      in any reclassification or change of Common Stock outstanding) or
      in the case of any sale or conveyance to another corporation of
      the property of the Company as an entirety or substantially as an
      entirety.

   Such giving of notice shall be initiated (i) at least 5 Business Days
   prior to the date fixed as a record date or effective date or (ii)
   the date of closing of the Company's stock transfer books for the
   determination of the shareholders entitled to such dividend,
   distribution or subscription rights, or for the determination of the
   shareholders entitled to vote on such proposed merger, consolidation,
   sale, conveyance, dissolution, liquidation or winding up.  Such
   notice shall specify such record date or the date of closing the
   stock transfer books, as the case may be.  Failure to provide such
   notice shall not affect the validity of any action taken in
   connection with such dividend, distribution or subscription rights,
   or proposed merger, consolidation, sale, conveyance, dissolution,
   liquidation or winding up.

                                   - 9 -<PAGE>



<PAGE>

      H.    Lost, Stolen, Mutilated or Destroyed Warrants.  If a Warrant
   is lost, stolen, mutilated or destroyed, the Company may, on such
   terms as to indemnity or otherwise as it may in its discretion impose
   (which shall, in the case of a mutilated Warrant, include the
   surrender thereof), issue a new Warrant of like denomination and
   tenor as, and in substitution for the Warrant.

      I.    Restrictions on Transfer of Warrants and Warrant Shares. 
   The Warrants and the Warrant Shares may not be transferred, disposed
   of or encumbered (any such action, a "Transfer"), except in
   accordance with and subject to the provisions of the Securities Act
   and the rules and regulations promulgated thereunder.  If at the time
   of a Transfer, a Registration Statement is not in effect to register
   the Warrant Shares, the Company may require the holder thereof to
   make such representations, and to provide the Company with an opinion
   of counsel reasonably acceptable to the Company that such Transfer
   would not result in violation of any federal or state law regarding
   the offering or sale of securities and the Company may place such
   legends on certificates representing the Warrant Shares, as are
   customary and may be reasonably required in the opinion of counsel to
   the Company to permit a Transfer without such registration.  Subject
   to the foregoing and to Section 13, all Warrants and Warrant Shares
   shall be freely transferable.

      J.    Warrant Register.  All Warrants shall be in registered form. 
   The Company shall maintain a register of the Warrants (the "Warrant
   Register").  All Transfers of Warrants shall be recorded in the
   Warrant Register.

      K.    Registration Under the Securities Act of 1933.  The Warrant
   Shares shall be entitled to certain registration rights provided in
   that Registration Rights Agreement by and among the Company, MW and
   MWD of even date herewith.

      L.    Certain Filings.  The parties will cooperate with each other
   in determining whether action by or in respect of, or filing with,
   any governmental body, agency or official, or authority is required,
   or any actions, consents, approvals or waivers are required to be
   obtained in connection with the transactions and adjustments
   contemplated by this Agreement, and provide each other with
   reasonable assistance in seeking any such actions, consents,
   approvals, or waivers or making any such filings, furnishing
   information required in connection therewith, and seeking timely to
   obtain any such actions, consents, approvals or waivers.  

      M.    Right of First Offer.  No holder of a Warrant or Common
   Stock (including Warrant Shares) will transfer, sell, or in any
   manner convey any interest in any Warrants or Common Stock (including
   Warrant Shares), except through an offering to the public that is
   registered under the Securities Act, or pursuant to the provisions of
   Rule 144 under the Securities Act (excluding paragraph (k) of Rule

                                  - 10 -<PAGE>



<PAGE>

   144), unless such holder first offers such Warrants or Common Stock
   (including Warrant Shares) to the Company.  The holder shall provide
   the Company with a written offer specifying the amount of securities
   being offered, the purchase price and other terms of such offer.  The
   Company shall have fifteen (15) days from and after the date of
   receipt by the Company of such written offer within which to accept
   such offer, or to make a written counteroffer with respect to all or
   any part of the securities offered.  If the Company does not accept
   the holder's offer, or the holder does not accept the Company's
   counteroffer, by written notice given within such 15-day period, the
   holder may offer and sell such securities to any party within 180
   days thereafter on terms that are not less favorable to the holder
   than the terms of the later to be made of the holder's last offer to
   the Company or the Company's last counteroffer to the holder, if any,
   provided that the terms of a sale to a third party shall not be
   deemed to be less favorable to the holder solely based on a lower
   purchase price paid by the third party if such lower purchase price
   is at least 90% of the highest price offered by or to the Company. 
   This Section 13 shall not apply to any transfer of Warrants or Common
   Stock (including Warrant Shares) (i) by any member of the MW Group to
   any other member of the MW Group, (ii) by MW to MPLP, or (iii) by
   MPLP to its partners, and the partners or stockholders (direct or
   remote) of such partners.

      N.    Term.  Subject to Section 5.9, the term of this Agreement
   shall begin on the date hereof and expire on August 8, 2003 (the
   "Term").

      O.    Additional Actions and Documents.  Each of the parties
   hereto agrees to take or cause to be taken such further actions, to
   execute, acknowledge, deliver and file or cause to be executed,
   acknowledged, delivered and filed such further documents and
   instruments, and to use all reasonable efforts to obtain such
   consents, as may be necessary or as may be reasonably requested in
   order to fully effectuate the purposes, terms and conditions of this
   Agreement.

      17.  Cancellation and Return of Existing Warrants.  Effective as
   at the date hereof, all Existing Warrants including but not limited
   to all of the Series A-B Warrants and the Series C-O Warrants issued
   pursuant to the Original Warrant Agreement and the Securities
   Purchase Agreement are deemed to have expired unexercised and are
   hereby terminated.  All Existing Warrants shall be surrendered to the
   Company within 30 days of the date hereof.


<PAGE>


            IN WITNESS WHEREOF, this Warrant Agreement has been duly
   executed by the Company under its corporate seal as of the date first
   above written. 

                                    VALUEVISION INTERNATIONAL, INC.


                                    By:                                 
                                    Robert L. Johander
                                    Its Chief Executive Officer

   Attest:_______________________
      Secretary
                                    MONTGOMERY WARD & CO., INCORPORATED

                                    By:                                 
                                          ______ President

   Attest:_______________________
          Secretary
                                    MONTGOMERY WARD DIRECT, L.P.

                                    By:   MW Direct General, Inc., the
                                          general partner

                                          By:                           
      
                                          Its:                          
      

   Attest:_______________________
      Secretary

                                    MERCHANT PARTNERS, LIMITED
                                    PARTNERSHIP
                                    By: MERCHANT PARTNERS, LIMITED
                                    PARTNERSHIP, the general partner

                                    By:   Merchant Development Corp.,
                                          the general partner

                                          By:                           
                                          Its:                          

   Attest:_______________________
      Secretary













                                  - 12 -<PAGE>




<PAGE>
                                                               Exhibit B


         SECOND AMENDED AND RESTATED REGISTRATION RIGHTS AGREEMENT


      Amended and Restated Registration Rights Agreement dated as of
   September 28, 1996, by and among ValueVision International, Inc., a
   Minnesota corporation (the "Company"), Montgomery Ward Direct, L.P.,
   a Delaware limited partnership ("MWD"), Montgomery Ward & Co.,
   Incorporated, an Illinois corporation ("MW")and Merchant Partners,
   Limited Partnership, a Delaware limited partnership ( MPLP ).


                              R E C I T A L S

      A.    Pursuant to a Securities Purchase Agreement, dated as of
   March 13, 1995, by and between the Company and MW (the "Securities
   Purchase Agreement"), the Company agreed to issue and sell, and MW
   agreed to purchase, 1,280,000 shares (the "Shares") of Common Stock
   of the Company, under the terms and subject to the conditions set
   forth therein.

      B.    Pursuant to the Securities Purchase Agreement, the Company
   also agreed to issue and sell, and MW agreed to purchase, Existing
   Warrants (as herein defined) to purchase an aggregate of 25,000,000
   shares of the Common Stock of the Company, subject to adjustment,
   under the terms and subject to the conditions set forth therein. 
   Existing Warrants of Series A and Series B, both inclusive (the
   "Series A-B Warrants"), have vested, and Existing Warrants of Series
   C through Series O, all inclusive (the "Series C-O Warrants") have
   not vested.

      C.    Pursuant to the Securities Purchase Agreement, the Company
   agreed to grant MW certain registration rights with respect to the
   Shares and the shares issued upon exercise of the Existing Warrants
   and executed that certain Registration Rights Agreement, dated as of
   August 8, 1995 (the  Original Registration Rights Agreement ).

      D.    Pursuant to a certain Exchange Agreement, dated as of even
   date herewith, between the Company and MW (the "Exchange Agreement"),
   the Company and MW have agreed to exchange the Series C-O Warrants,
   to amend and restate that certain Operating Agreement and that
   certain Servicemark License Agreement, and to amend that certain
   Credit Card Receivables Sale and Purchase Agreement, all dated as of
   March 13, 1995, and to amend and restate that certain Warrant
   Agreement, dated August 8, 1995 and this Agreement, all in
   consideration of the issuance by VVI of  new Series P Warrants ( New
   Warrants ) to purchase an aggregate of 1,484,462 shares of Common
   Stock.
    

                                   - 1 -<PAGE>



<PAGE>

      E.    MWD is a wholly owned subsidiary of MW.  Pursuant to an
   Asset Purchase Agreement, dated as of August 1, 1996, between the
   Company s subsidiary, ValueVision Direct Marketing Company, Inc., 
   and MWD (the "Asset Purchase Agreement"), ValueVision Direct
   Marketing Company, Inc. has agreed to deliver to MWD, as
   consideration for the sale of all of MWD's assets, New Warrants to
   purchase an aggregate of 1,484,993 shares of Common Stock ( MWD
   Warrants ).  MWD subsequently transferred all of its right title and
   interest in and to the MWD Warrants to MW.  In addition, MW
   transferred certain of its Series P Warrants to MPLP. MWD no longer
   desires to be a party to this Agreement but MPLP desires to be a
   party to this Agreement.  

      F.    Pursuant to the Exchange Agreement, dated as of September
   28, 1996, between the Company and MW (the "Exchange Agreement"), VVI
   and MW have agreed to exchange all of the Series A-B Warrants for
   Series P Warrants to purchase 2,200,000 shares of Common Stock (the
    Exchange Warrants ).

      G.  In connection with the cancellation of the Series C-O Warrants
   and the issuance of the New Warrants, the parties agreed to amend and
   restate the Original Registration Rights Agreement as set forth
   herein.

      H.  In connection with the cancellation of the Series A-B Warrants
   and the issuance of the Replacement Warrants, the parties desire to
   amend and restate the Amended and Restated Registration Rights
   Agreement as set forth herein.



                            A G R E E M E N T S

      NOW, THEREFORE, in consideration of the premises set forth herein
   and other good and valuable consideration, the receipt and
   sufficiency of which are hereby acknowledged, the Company, MWD and MW
   agree that the Original Registration Rights Agreement is amended and
   restated in its entirety to read as follows:

      1.    Definition of Terms.  As used in this Registration Rights
   Agreement, the following capitalized terms shall have the following
   respective meanings:

            (a)   Asset Purchase Agreement:  See Recital E.

            (b)   Business Day:  A day other than a Saturday, Sunday or
   other day on which banks in the State of Minnesota are authorized by
   law to remain closed.

            (c)   Closing Date:  August 8, 1995.


                                   - 2 -<PAGE>



<PAGE>

            (d)   Common Stock:  Common Stock, $.01 par value per share,
   of the Company.

            (e)   Company:  See the Preamble.

            (f)   Demand Notice:  See Section 3(a).

            (g)   Demand Registration:  See Section 3(a).

            (h)   Demand Registration Rights:  See Section 3(a).

            (i)   Exchange Act:  The Securities Exchange Act of 1934, as
   amended.

            (j)   Exercise Price:  The exercise price of a New Warrant
   as indicated in, and as may be adjusted by, the Warrant Agreement.


            (k)   Expiration Date:  5:00 P.M., Minneapolis, Minnesota
   time, on August 7, 2003, or if such day is not a Business Day, the
   next succeeding day which is a Business Day.

            (l)   Inspectors:  See Section 5(g).

            (m)   MW:  See the Preamble.

            (n)   MWD:  See the Preamble.

            (o)   NASD:  National Association of Securities Dealers,
   Inc. and NASDAQ:  NASD Automated Quotation System.

            (p)   New Warrants:  Series P warrants issued pursuant to
   the Amended and Restated Exchange Agreement and the Asset Purchase
   Agreement.

            (q)   Outstanding Registration Rights Agreement:  The
   Representative's Warrant Agreement dated as of November 15, 1993 by
   and between the Company and Gerard Klauer Mattison & Co., Inc.

            (r)   Person:  An individual, partnership, joint venture,
   corporation, trust, unincorporated organization or government or any
   department or agency thereof.

            (s)   Piggyback Notice:  See Section 2(a).

            (t)   Piggyback Registration:  See Section 2(a).

            (u)   Piggyback Registration Rights:  See Section 2(a).

            (v)   Prospectus:  Any prospectus included in any
   Registration Statement, as amended or supplemented by any prospectus

                                   - 3 -<PAGE>



<PAGE>

   supplement, with respect to the terms of the offering of any portion
   of the Registrable Securities covered by such Registration Statement
   and all other amendments and supplements to the Prospectus, including
   post-effective amendments and all material incorporated by reference
   in such Prospectus.

            (w)   Public Offering:  A public offering of any of the
   Company's equity or debt securities pursuant to a registration
   statement under the Securities Act.

            (x)   Records:  See Section 5(g).

            (y)   Registration Expenses:  Any and all expenses incurred
   in connection with any registration or action incident to performance
   of or compliance by the Company with this Agreement, including,
   without limitation, (i) all SEC, national securities exchange and
   NASD registration and filing fees; all listing fees and all transfer
   agent fees; (ii) all fees and expenses of complying with state
   securities or blue sky laws; (iii) all printing, mailing, messenger
   and delivery expenses and (iv) all fees and disbursements of counsel
   for the Company and of its accountants, including the expenses of any
   special audits and/or "cold comfort" letters required by or incident
   to such performance and compliance, but excluding underwriting
   discounts and commissions, brokerage fees and transfer taxes, if any,
   and fees of counsel or accountants retained by MW.

            (z)   Registration Notice:  See Section 2(a).

            (aa)  Registration Period:  The period of time from the
   second anniversary of the Closing Date to the Expiration Date except
   as provided in Sections 3(a), 3(b) and 5.

            (ab)  Registrable Securities:  Any Shares or Warrant Shares
   issued to MW or MPLP, including those which may thereafter be issued
   by the Company in respect of any such securities by means of any
   stock splits, stock dividends, recapitalizations, reclassifications
   or the like, and as adjusted pursuant to the Amended and Restated
   Warrant Agreement.

            (ac)  Registration Statement:  Any registration statement of
   the Company filed or to be filed with the SEC which covers any of the
   Registrable Securities pursuant to the provisions of this Agreement,
   including all amendments (including post-effective amendments) and
   supplements thereto, all exhibits thereto and all material
   incorporated therein by reference.

            (ad)  SEC:  The Securities and Exchange Commission or any
   other federal agency at the time administering the Securities Act or
   the Exchange Act.

            (ae)  Securities Act:  The Securities Act of 1933, as

                                   - 4 -<PAGE>


<PAGE>


   amended.

            (af)  Securities Purchase Agreement:  See Recital A.

            (ag)  Series A-B Warrants:  See Recital B.

            (ah)  Series C-O Warrants:  See Recital B.

            (ai)  Series P Warrants:  See Recital B.

            (aj)  Shares:  See Recital A.

            (ak)  Warrant Agreement:  That certain Second Amended and
   Restated Warrant Agreement, dated as of July 27, 1996, among the
   Company, MW, MPLP and MWD.

            (al)  Warrant Shares:  All shares of Common Stock issued or
   issuable upon exercise of any or all of the New Warrants.

      2.    Piggyback Registration.  

            (a)   Right to Include Registrable Securities.  If at any
   time during the Registration Period, the Company proposes to register
   any of its securities under the Securities Act on any form for the
   registration of securities under such Act, whether or not for its own
   account (other than by a registration statement on Form S-4, S-8 or
   other successor form), it shall as expeditiously as possible give
   written notice (a "Registration Notice") to the holders of
   Registrable Securities of its intention to do so.  Upon the written
   request of any such holder (a "Piggyback Notice", which notice shall
   specify the Registrable Securities intended to be registered) made
   within 20 days after receipt of a Registration Notice, the Company
   shall include in the Registration Statement the Registrable
   Securities (a "Piggyback Registration") which the Company has been so
   requested by such holder to register, subject to the limitations
   provided in the Existing Registration Rights Agreements.  Such
   holder's rights to register shares hereunder are referred to
   hereinafter as "Piggyback Registration Rights."

            (b)   Withdrawal of Piggyback Registration by Company.  If,
   at any time after giving a Registration Notice but prior to the
   effective date of the related Registration Statement, the Company
   shall determine for any reason not to register such securities, the
   Company shall give written notice of such determination to the
   holders of the Registrable Securities sought to be registered and,
   thereupon, shall be relieved of its obligation to register any
   Registrable Securities in connection with such Piggyback
   Registration.  All best efforts obligations of the Company shall
   cease if the Company determines to terminate prior to such effective
   date any registration where Registrable Securities are being
   registered pursuant to this Section 2.

                                   - 5 -<PAGE>



<PAGE>

            (c)   Piggyback Registration of Underwritten Public
   Offerings.  If a Piggyback Registration involves an offering by or
   through underwriters, then, (i) the holders of the Registrable
   Securities sought to be registered must agree to sell their
   Registrable Securities included in the Company's Registration
   Statement to the underwriters selected by the Company on the same
   terms and conditions as apply to other selling shareholders and (ii)
   such holders may elect in writing, not later than five Business Days
   prior to the effectiveness of the Registration Statement filed in
   connection with such registration, not to have their Registrable
   Securities so included in connection with such registration.

            (d)   Payment of Registration Expenses for Piggyback
   Registration.  The Company shall pay all Registration Expenses in
   connection with each registration of Registrable Securities requested
   pursuant to a Piggyback Registration Right contained in this Section
   2.


      3.    Demand Registration.

            (a)   Request for Registration.  Upon the written request (a
   "Demand Notice") of a holder of Registrable Securities at any time
   during the Registration Period, and subject to the limitations
   provided in the Existing Registration Rights Agreements, the Company
   shall, as soon as practicable, use its best efforts to file a
   Registration Statement (a "Demand Registration") with respect to all
   Registrable Securities that such holder requested be registered in
   the Demand Notice.  Prior to the filing of such Demand Registration,
   the Company shall give written notice to all other holders of
   Registrable Securities of the Demand Registration.  Upon the written
   request of any such holder made within 20 days after receipt of such
   notice, the Company shall include in the Demand Registration the
   Registrable Securities that such holder requested be registered,
   subject to the limitations provided in the Existing Registration
   Rights Agreements.  The rights of holders of Registrable Securities
   to register shares hereunder are referred to hereinafter as "Demand
   Registration Rights."  The holders of Registrable Securities may in
   the aggregate exercise up to two Demand Registration Rights during
   the Registration Period.  The Company shall use its best efforts to
   obtain the effectiveness of the Registration Statement and to take
   all other action necessary under any Federal or state law or
   regulation to permit such Registered Securities to be sold or
   otherwise disposed of, and the Company shall maintain such compliance
   with each such Federal and state law and regulation for the period
   necessary for the holder of Registrable Securities to effect the
   proposed sale or other disposition (but in no event for more than 120
   days).  The Company shall be entitled to have the Demand Registration
   prepared, filed and caused to become effective pursuant to Form S-3
   or any successor form promulgated by the SEC ("Form S-3") pursuant to
   this Section 3(a), so long as it is eligible to register its

                                   - 6 -<PAGE>



<PAGE>

   securities pursuant to Form S-3 and Form S-3 is available for the
   distribution contemplated by the holder of Registrable Securities.

            (b)   Deferment of Demand Registration by Company.  The
   Company shall be entitled to defer a Demand Registration for a period
   of up to 120 days if and to the extent that its Board of Directors
   shall determine in good faith that such registration would interfere
   with a pending material corporate transaction which has been approved
   by the Board of Directors of the Company.  In such event, the
   Registration Period shall be extended by the amount of such delay and
   the related Demand Registration Right would be deemed not to be
   exercised.

            (c)   Payment of Registration Expenses for Demand
   Registration.  Except as provided below, holders of Registrable
   Securities sought to be registered shall pay the first $75,000 or
   Registration Expenses, plus 50% of all remaining Registration
   Expenses of a Demand Registration and the Company shall pay the
   balance of such Registration Expenses; and holders of such
   Registrable Securities and the Company shall pay the fees and
   expenses of each of their respective legal counsel.  A registration
   will not count as a Demand Registration until it has become
   effective, unless the holders demanding such registration withdraw
   the Registrable Securities, in which case such demand will count as a
   Demand Registration unless the holders of such Registrable Securities
   agree to pay all Registration Expenses.  

            (d)   Registration of Additional Securities.  Except to the
   extent required by the Outstanding Registration Rights Agreements,
   neither the Company nor any other party may include in any
   Registration Statement filed pursuant to a Demand Registration any
   additional shares of Common Stock for registration for sale by the
   Company or any other holder of securities.  The Company shall not
   grant any rights inconsistent with this Section 3(d).  

            (e)   Priority in Demand Registration.  If a Demand
   Registration involves an offering by or through an underwriter or
   underwriters, and the managing underwriter or underwriters of such
   offering advise the Company and the holders of Registrable Securities
   sought to be registered pursuant to such Demand Registration in
   writing that in their opinion the size of the offering which such
   holders and all other persons including the Company intend to make is
   such that the success of the offering would be materially and
   adversely affected by the inclusion of the Registrable Securities
   requested to be included, then the amount of securities to be offered
   for the account of holders of Registrable Securities shall be reduced
   pro rata (according to the Registrable Securities proposed for
   registration) to the extent necessary to reduce the total amount of
   securities to be included in such offering to the amount recommended
   by such managing underwriter or underwriters; provided that if
   securities are being offered for the account of other persons or

                                   - 7 -<PAGE>



<PAGE>

   entities as well as the Company, then with respect to the Registrable
   Securities intended to be offered by holders of Registrable
   Securities, the proportion by which the amount of such securities is
   reduced shall not exceed the proportion by which the amount of such
   class of securities intended to be offered by such other persons or
   entities is reduced, except to the extent such other persons are
   entitled to a lesser reduction under the Existing Registration Rights
   Agreements.

      4.    Company Buy-out of Piggyback Registration or Demand
   Registration.  In lieu of carrying out its obligations to effect a
   Piggyback Registration or Demand Registration of any Registrable
   Securities pursuant to this Agreement, the Company may carry out such
   obligation by offering to purchase and purchasing such Registrable
   Securities requested to be registered (a) in the case of outstanding
   shares of Common Stock, at the last sale price of the Common Stock on
   the day immediately prior to the day the request for registration is
   made and (b) in the case of shares not yet purchased under the New
   Warrants or Series A-B Warrants at an amount in cash equal to the
   difference between (i) the last sale price of the Common Stock on the
   day immediately prior to the day the request for registration is made
   and (b) the Exercise Price in effect on such day. 

      5.    Registration Procedures.  Whenever a holder of Registrable
   Securities has requested that any Registrable Securities be
   registered pursuant to either Section 2 or 3 hereof, the Company will
   use its best efforts to effect the registration and the sale of such
   Registrable Securities in accordance with the intended method of
   disposition thereof as quickly as practicable, and in connection with
   any such request, the Company will as expeditiously as possible:

            (a)   prepare and file with the Commission a Registration
   Statement on any form for which the Company then qualifies or which
   counsel for the Company shall deem appropriate and which form shall
   be available for the sale of the Registrable Securities to be
   registered thereunder in accordance with the intended method of
   distribution thereof, and use its best efforts to cause such filed
   registration statement to become effective; provided that before
   filing a Registration Statement or Prospectus or any amendments or
   supplements thereto, the Company shall furnish to one counsel
   selected by such holder copies of all such documents proposed to be
   filed, which documents will be subject to the review of such counsel,
   and that after the filing of the registration statement, the Company
   will promptly notify all holders of Registrable Securities of any
   stop order issued or threatened by the SEC and take all reasonable
   actions required to prevent the entry of such stop order or to remove
   it if entered;

            (b)   prepare and file with the SEC such amendments and
   supplements to such Registration Statement and the Prospectus used in
   connection therewith as may be necessary to keep such Registration

                                   - 8 -<PAGE>



<PAGE>

   Statement effective for a period of not less than 120 days or such
   shorter period which will terminate when all Registrable Securities
   covered by such Registration Statement have been sold (but not before
   the expiration of the requirement of underwriters and dealers to
   deliver Prospectuses in connection with such distribution) and comply
   with the provisions of the Securities Act with respect to the
   disposition of all securities covered by such Registration Statement
   during such period in accordance with the intended methods of
   disposition by the selling holders thereof set forth in such
   Registration Statement;

            (c)   furnish to each selling holder of Registrable
   Securities and to each underwriter, prior to filing the Registration
   Statement or Prospectus or any amendment or supplement thereto, if
   requested, copies of such Registration Statement as proposed to be
   filed, and thereafter furnish to each selling holder of Registrable
   Securities and such underwriter such number of copies of such
   Registration Statement, each amendment and supplement thereto (in
   each case including all exhibits thereto), the Prospectus included in
   such Registration Statement (including each Preliminary Prospectus)
   and such other documents as each selling holder of Registrable
   Securities or underwriter may reasonably request in order to
   facilitate the disposition of the Registrable Securities owned by
   each selling holder of Registrable Securities;

            (d)   use its best efforts to register or qualify such
   Registrable Securities under such other securities or blue sky laws
   of such jurisdictions as any selling holder of Registrable Securities
   or any managing underwriter reasonably requests and do any and all
   other acts and things which may be reasonably necessary or advisable
   to enable any selling holder of Registrable Securities or such
   managing underwriter to consummate the disposition in such
   jurisdictions of the Registrable Securities owned by any selling
   holder of Registrable Securities; provided that the Company will not
   be required to (i) qualify generally to do business in any
   jurisdiction where it would not otherwise be required to qualify but
   for this clause, (ii) subject itself to taxation in any such
   jurisdiction, or (iii) consent to general service of process in any
   such jurisdiction;

            (e)   use its best efforts to cause the Registrable
   Securities covered by such Registration Statement to be registered
   with or approved by such other governmental agencies or authorities
   as may be necessary by virtue of the business and operations of the
   Company or its subsidiaries to enable any selling holder of
   Registrable Securities and any managing underwriters to consummate
   the disposition of such Registrable Securities;

            (f)   immediately notify each selling holder of Registrable
   Securities, at any time when a Prospectus relating thereto is
   required to be delivered under the Securities Act, of the happening

                                   - 9 -<PAGE>



<PAGE>

   of any event as a result of which the Prospectus included in such
   Registration Statement contains an untrue statement of a material
   fact or omits to state any material fact required to be stated
   therein or necessary to make the statements made therein, in light of
   the circumstances under which they were made, not misleading, and the
   Company will promptly prepare a supplement or amendment to such
   Prospectus so that, as thereafter delivered to the purchasers of such
   Registrable Securities, such Prospectus will not contain an untrue
   statement of a material fact or omit to state any material fact
   required to be stated therein or necessary to make the statements
   therein not misleading;

            (g)   make available for inspection by each selling holder
   of Registrable Securities, any underwriter participating in any
   disposition pursuant to such Registration Statement, and any
   attorney, accountant or other agent retained by any selling holder of
   Registrable Securities or underwriter (collectively, the
   "Inspectors"), all financial and other records, pertinent corporate
   documents and properties of the Company (collectively, the "Records")
   as shall be reasonably necessary to enable them to exercise their due
   diligence responsibilities, and cause the Company's officers,
   directors and employees to supply all information reasonably
   requested by any such Inspector in connection with such Registration
   Statement.  Records which the Company determines, in good faith, to
   be confidential and which it notifies the Inspectors are confidential
   shall not be disclosed by the Inspectors unless (i) the disclosure of
   such Records is necessary in the opinion of the underwriter's
   counsel, if any, or counsel to selling holders of Registrable
   Securities to avoid or correct a material misstatement or omission in
   the Registration Statement, or (ii) the release of such Records is
   ordered pursuant to a subpoena or other order from a court of
   competent jurisdiction or governmental agency, or (iii) the
   information in such Records has been made generally available to the
   public.  Each selling holder of Registrable Securities agrees that it
   will, upon learning that disclosure of such Records is sought in a
   court of competent jurisdiction or by a governmental agency, give
   notice to the Company and allow the Company, at the Company's
   expense, to undertake appropriate action to prevent disclosure of the
   Records deemed confidential;

            (h)   for purposes of a Demand Registration only, furnish to
   each selling holder of Registrable Securities and to each
   underwriter, if any, (x) an opinion or opinions of counsel to the
   Company and (y) a comfort letter or comfort letters from the
   Company's independent public accountants, each in customary form and
   covering such matters of the type customarily covered by opinions or
   by comfort letters, as the case may be, as any selling holder of
   Registrable Securities or the managing underwriter reasonably
   requests;

            (i)   otherwise use its best efforts to comply with all

                                  - 10 -<PAGE>



<PAGE>

   applicable rules and regulations of the SEC, and make generally
   available to its security holders, as soon as reasonably practicable,
   an earnings statement covering a period of twelve months, beginning
   within three months after the effective date of the registration
   statement, which earnings statement shall satisfy the provisions of
   Section 11(a) of the Act and Rule 158 thereunder;

            (j)   use its best efforts to cause all such Registrable
   Securities to be listed on each securities exchange on which similar
   securities issued by the Company are then listed; and

            (k)   cooperate with the selling holders of Registrable
   Securities, the underwriter or underwriters (or broker/dealer
   involved in the distribution), if any, and their respective counsel
   in connection with any filings required to be made with the National
   Association of Securities Dealers, Inc. (the "NASD").

      If any Demand Registration is requested to be in the form of an
   underwritten offering, the selection of the managing underwriter
   shall be subject to the Company's consent, which consent shall not be
   unreasonably withheld.  If requested by the underwriters for any
   underwritten offering, the Company shall enter into an underwriting
   agreement in customary form with such underwriters for such offering,
   but subject to the Company's reasonable approval.  The selling
   holders of the Registrable Securities shall be a party to such
   underwriting agreement.  All fees and expenses (other than
   Registration Expenses otherwise required to be paid) of any managing
   underwriter, any co-manager or any independent underwriter shall be
   paid for by such underwriters or by such selling holders.

      The Company may require the selling holders of Registrable
   Securities to furnish to the Company such information regarding the
   distribution of such Registrable Securities as the Company may from
   time to time reasonably request and such other information as may be
   legally required or reasonably requested in connection with such
   registration. 

      Each selling holder of Registrable Securities agrees that, upon
   receipt of any notice from the Company of the happening of any event
   of the kind described in Section 5(f) hereof, such selling holder
   will forthwith discontinue disposition of such Registrable Securities
   pursuant to the Registration Statement covering such Registrable
   Securities until such holder's receipt of the copies of the
   supplemented or amended Prospectus contemplated by Section 5(f)
   hereof, and, if so directed by the Company, such holder will deliver
   to the Company (at the Company's expense) all copies, other than
   permanent file copies then in such holder's possession, of the
   Prospectus covering such Registrable Securities current at the time
   of receipt of such notice.  In the event the Company shall give any
   such notice, the Company shall extend the period during which such
   Registration Statement shall be maintained effective pursuant to this

                                  - 11 -<PAGE>


<PAGE>


   Agreement (including the period referred to in Section 5(b) hereof)
   by the number of days during the period from and including the date
   of the giving of such notice pursuant to Section 5(f) hereof to and
   including the date when each seller of Registrable Securities covered
   by such Registration Statement shall have received the copies of the
   supplemented or amended Prospectus contemplated by Section 5(f)
   hereof.

      Except as otherwise provided in this Agreement, the Company shall
   have sole control in connection with the preparation, filing,
   withdrawal, amendment or supplementing of each Registration
   Statement, the selection of underwriters, and the distribution of any
   preliminary prospectus included in the Registration Statement, and
   may include within the coverage thereof additional shares of Common
   Stock or other securities for its own account or for the account of
   one or more of its other security holders.

      6.    Indemnification.

            (a)   Indemnification by Company.  In connection with each
   Registration Statement relating to disposition of Registrable
   Securities, the Company shall indemnify and hold harmless each
   selling holder of Registrable Securities and each underwriter of
   Registrable Securities and each Person, if any, who controls any
   selling holder of Registrable Securities or underwriter (within the
   meaning of Section 15 of the Securities Act or Section 20 of the
   Exchange Act) against any and all losses, claims, damages and
   liabilities, joint or several (including any reasonable
   investigation, legal and other expenses incurred in connection with,
   and any amount paid in settlement of any action, suit or proceeding
   or any claim asserted), to which they, or any of them, may become
   subject under the Securities Act, the Exchange Act or other Federal
   or state law or regulation, at common law or otherwise, insofar as
   such losses, claims, damages or liabilities arise out of or are based
   upon any untrue statement or alleged untrue statement of a material
   fact contained in any Registration Statement, Prospectus or
   preliminary prospectus or any amendment thereof or supplement
   thereto, or arise out of or are based upon any omission or alleged
   omission to state therein a material fact required to be stated
   therein or necessary to make the statements therein not misleading;
   provided, however, that such indemnity shall not inure to the benefit
   of any selling holder of Registrable Securities or underwriter (or
   any Person controlling any selling holder of Registrable Securities
   or underwriter within the meaning of Section 15 of the Securities Act
   or Section 20 of the Exchange Act) on account of any losses, claims,
   damages or liabilities arising from the sale of the Registrable
   Securities if such untrue statement or omission or alleged untrue
   statement or omission was made in such Registration Statement,
   Prospectus or preliminary prospectus, or such amendment or
   supplement, in reliance upon and in conformity with information
   furnished in writing to the Company by such selling holder of

                                  - 12 -<PAGE>



<PAGE>

   Registrable Securities or underwriter specifically for use therein. 
   The Company shall also indemnify selling brokers, dealer managers and
   similar securities industry professionals participating in the
   distribution, their officers and directors and each Person who
   controls such Persons (within the meaning of Section 15 of the
   Securities Act or Section 20 of the Exchange Act) to the same extent
   as provided above with respect to the indemnification of the Holders
   of Registrable Securities, if requested.  The indemnification
   obligation imposed on the Company under this Section 6(a) shall be in
   addition to any liability which the Company may otherwise have.

            (b)   Indemnification by Holder of Registrable Securities. 
   In connection with each Registration Statement, each selling holder
   of Registrable Securities shall indemnify, to the same extent as the
   indemnification provided by the Company in Section 6(a), the Company,
   its directors and each officer who signs the Registration Statement
   and each Person who controls the Company (within the meaning of
   Section 15 of the Securities Act and Section 20 of the Exchange Act)
   but only insofar as such losses, claims, damages and liabilities
   arise out of or are based upon any untrue statement or omission or
   alleged untrue statement or omission which was made in the
   Registration Statement, the Prospectus or preliminary prospectus or
   any amendment thereof or supplement thereto, in reliance upon and in
   conformity with information furnished in writing by such selling
   holder of Registrable Securities to the Company specifically for use
   therein.  In no event shall the liability of any selling holder of
   Registrable Securities hereunder be greater in amount than the dollar
   amount of the net proceeds received by any selling holder of
   Registrable Securities from the sale of the Registrable Securities
   giving rise to such indemnification obligation.  The Company shall be
   entitled to receive indemnities from underwriters participating in
   the distribution, in the underwriting agreement pursuant to which
   such sales are made, with respect to information so furnished in
   writing by such Persons specifically for inclusion in any Prospectus,
   Registration Statement or preliminary prospectus or any amendment
   thereof or supplement thereto.

            (c)   Conduct of Indemnification Procedure.  Any party that
   proposes to assert the right to be indemnified hereunder will,
   promptly after receipt of notice of commencement of any action, suit
   or proceeding against such party in respect of which a claim is to be
   made against an indemnifying party or parties under this Section,
   notify each such indemnifying party of the commencement of such
   action, suit or proceeding, enclosing a copy of all papers served. 
   No indemnification provided for in this Section shall be available to
   any party who shall fail to give notice as provided in this Section 6
   if the party to whom notice was not given was unaware of the
   proceeding to which such notice would have related and was prejudiced
   by the failure to give such notice but the omission so to notify such
   indemnifying party of any such action, suit or proceeding shall not
   relieve it from any liability that it may have to any indemnified

                                  - 13 -<PAGE>



<PAGE>

   party for contribution or otherwise than under this Section.  In case
   any such action, suit or proceeding shall be brought against any
   indemnified party and it shall notify the indemnifying party of the
   commencement thereof, the indemnifying party shall be entitled to
   participate in, and, to the extent that it shall wish, jointly with
   any other indemnifying party similarly notified, to assume the
   defense thereof, with counsel satisfactory to such indemnified party,
   and after notice from the indemnifying party to such indemnified
   party of its election so to assume the defense thereof and the
   approval by the indemnifying party to such indemnified party of its
   election so to assume the defense thereof and the approval by the
   indemnified party of such counsel, the indemnifying party shall not
   be liable to such indemnified party for any legal or other expenses,
   except as provided below and except for the reasonable costs of
   investigation subsequently incurred by such indemnified party in
   connection with the defense thereof.  The indemnified party shall
   have the right to employ its own counsel, but the fees and expenses
   of such counsel shall be at the expense of such indemnified party
   unless (i) the employment of counsel by such indemnified party has
   been authorized in writing by the indemnifying parties, (ii) the
   indemnified party shall have reasonably concluded that there may be a
   conflict of interest between the indemnifying parties and the
   indemnified party in the conduct of the defense of such action (in
   which case the indemnifying parties shall not have the right to
   direct the defense of such action on behalf of the indemnified party)
   or (iii) the indemnifying parties shall not have employed counsel to
   assume the defense of such action within a reasonable time after
   notice of the commencement thereof, in each of which cases the fees
   and expenses of counsel shall be at the expense of the indemnifying
   parties.  An indemnifying party shall not be liable for any
   settlement of any action, suit, proceeding or claim effected without
   its written consent, but if settled with its written consent, or if
   there is a final judgment for the plaintiff in any such action or
   proceeding, the indemnifying party shall indemnify and hold harmless
   such indemnified parties from and against any loss or liability (to
   the extent stated above) by reason of such settlement or judgment. 
   No indemnifying party shall, without the prior written consent of the
   indemnified party, effect any settlement of any pending or threatened
   proceeding in respect of which any indemnified party is or could have
   been a party and indemnity could have been sought hereunder by such
   indemnified party, unless such settlement includes an unconditional
   release of such indemnified party from all liability on claims that
   are the subject matter of such proceeding.

            (d)   Contribution.  If the indemnification provided for in
   this Section 6 from the indemnifying party is unavailable to an
   indemnified party hereunder in respect of any losses, claims,
   damages, liabilities or expenses referred to herein, then the
   indemnifying party, in lieu of indemnifying such indemnified party
   shall contribute to the amount paid or payable by such indemnified
   party as a result of such losses, claims, damages, liabilities or

                                  - 14 -<PAGE>



<PAGE>

   expenses in such proportion as is appropriate to reflect the relative
   fault of the indemnifying party and indemnified parties in connection
   with the actions which resulted in such losses, claims, damages,
   liabilities or expenses, as well as any other relevant equitable
   considerations.  The relative fault of such indemnifying party and
   indemnified parties shall be determined by reference to, among other
   things, whether any action in question, including any untrue or
   alleged untrue statement of a material fact or omission or alleged
   omission to state a material fact, has been made by, or relates to
   information supplied by, such indemnifying party or indemnified
   party, and the parties' relative intent, knowledge, access to
   information and opportunity to correct or prevent such action.  The
   amount paid or payable by a party as a result of the losses, claims,
   damages, liabilities and expenses referred to above shall be deemed
   to include, subject to the limitations set forth in Section 6(c), any
   legal or other fees or expenses reasonably incurred by such party in
   connection with any investigation or proceeding.  The parties hereto
   agree that it would not be just and equitable if contribution
   pursuant to this Section 6(d) were determined by pro rata allocation
   or by any other method of allocation which does not take account of
   the equitable considerations referred to in this Section 6(d).  No
   person guilty of fraudulent misrepresentation (within the meaning of
   Section 11(f) of the Securities Act) shall be entitled to
   contribution from any Person who was not guilty of such fraudulent
   misrepresentation.

            (e)   Priority of Indemnification.  If indemnification is
   available under this Section 6, the indemnifying parties shall
   indemnify each indemnified party to the full extent provided in
   subparagraphs (a) and (b) of this paragraph without regard to the
   relative fault of said indemnifying party or indemnified party or any
   other equitable consideration provided for in this Section 6.

      7.    Assignment.  The Piggyback Rights, Demand Registration
   Rights and any other rights of MW and MPLP pursuant to this Agreement
   shall run in favor of any subsequent holder of Registrable
   Securities.

      8.    Notices.  All notices, requests, consents and other
   communications required or permitted hereunder shall be in writing
   and shall be delivered, or mailed first-class postage prepaid,
   registered or certified mail,

                        if to MW, addressed to:

                        MONTGOMERY WARD & CO, INCORPORATED
                        Montgomery Ward Plaza
                        619 West Chicago Avenue
                        Chicago, IL   60671
                        Attention:  General Counsel


                                  - 15 -<PAGE>



<PAGE>

                        if to MPLP, addressed to:

                        MERCHANT PARTNERS, LIMITED PARTNERSHIP
                        9690 Deereco Road
                        Timonium, Maryland   21093
                        Attention: Raymond L. Bank

                  in case of either (i) or (ii), with a copy to: 

                        Altheimer & Gray
                        10 South Wacker Drive
                        Suite 4000
                        Chicago, Illinois  60606
                        Attention: David W. Schoenberg
                        Telecopier:  (312) 715-4800

                  if to the Company, addressed to:

                        VALUEVISION INTERNATIONAL, INC.
                        6740 Shady Oak Road
                        Minneapolis, MN 55344-3433
                        Attention:  Chief Executive Officer

                        with a copy to:

                        Maslon, Edelman, Borman & Brand, a professional
                        limited liability       partnership
                        3300 Norwest Center
                        90 South Seventh Street
                        Minneapolis, Minnesota  55402-4140
                        Attention:  William M. Mower

   and such notices and other communications shall for all purposes of
   this Agreement be treated as being effective or having been given if
   delivered personally, or, if sent by mail, when received.

      9.    Headings.  The headings of the Sections and paragraphs of
   this Agreement have been inserted for convenience of reference only
   and do not constitute part of this Agreement.

      10.   Choice of Law.  It is the intention of the parties that the
   laws of Minnesota shall govern the validity of this Agreement, the
   construction of its terms and the interpretation of the rights and
   duties of the parties.

      11.   Counterparts.  This Agreement may be executed concurrently
   in two or more counterparts, each of which shall be deemed an
   original, but all of which together shall constitute one and the same
   instrument.

      12.   Invalid Provisions.  If any provision of this Agreement is

                                  - 16 -<PAGE>



<PAGE>

   held to be illegal, invalid or unenforceable under present or future
   law, such provision shall be fully severable, and this Agreement
   shall be construed and enforced as if such illegal, invalid or
   unenforceable provision had never comprised a part of this Agreement,
   and the remaining provisions of this Agreement shall remain in full
   force and effect and shall not be affected by the illegal, invalid or
   unenforceable provision or its severance from this Agreement.

      13.   Termination of MWD s Interest.  Upon execution of the this
   Agreement by the parties hereto, MWD shall cease to be a party to
   this Agreement.  

      IN WITNESS WHEREOF, the parties hereto have executed this
   agreement as of the date first above written.


                                    VALUEVISION INTERNATIONAL, INC.

                                    By:                                 
                                          Robert L. Johander
                                          Its Chief Executive Officer


                                    MONTGOMERY WARD & CO., INCORPORATED

                                    By:                                 
                                          _____ President

                                    MONTGOMERY WARD DIRECT, L.P.

                                    By:   MW Direct General, Inc., the
                                          general partner

                                          By:                           
                                          Its:                          

                                    MERCHANT PARTNERS, LIMITED
                                    PARTNERSHIP
                                    By: MERCHANT PARTNERS, LIMITED
                                    PARTNERSHIP, the general partner

                                    By:   Merchant Development Corp.,
                                          the general partner

                                          By:                           
                                          Its:                          






                                  - 17 -<PAGE>

<PAGE>
 





          AMENDED AND RESTATED OPERATING AGREEMENT

     THIS  AGREEMENT is  made as  of July  27, 1996  between
Montgomery Ward & Co., Incorporated, an Illinois corporation
("MW")  and  ValueVision  International, Inc.,  a  Minnesota
corporation ("VVI").

                       R E C I T A L S

     A.    MW and  VVI are  parties  to a  certain Operating
Agreement,  dated March 13, 1995 (the "Original Agreement"),
pursuant  to which  MW granted  to VVI  certain rights,  and
agreed  to   certain  restrictions  on  its  activities,  in
connection   with  Television   Home  Shopping   (as  herein
defined).

     B.  Effective concurrently  herewith, VVI is purchasing
from  Montgomery  Ward  Direct,  L.P.,  a  Delaware  limited
partnership which  is a wholly owned  indirect subsidiary of
MW ("MWD"), substantially all of the  assets of MWD.  MWD is
engaged  in  the business  of  selling  Products (as  herein
defined)  through  direct-mail   specialty  catalogs.     In
addition,   concurrently   herewith,   (x)    the   existing
Servicemark  License Agreement  between  MW  and VVI,  dated
March  13, 1995 is being amended and restated to include the
granting  to  VVI  of a  license  to  use  the service  mark
"Montgomery  Ward  Direct"  (the  "MWD Mark")  and  (y)  the
existing Credit Card License and Receivables  Sale Agreement
between MW and VVI, dated March 13, 1995 is being amended in
certain  respects, to include the use of the Card (as herein
defined) in  connection with  Catalog Activities  (as herein
defined).  

     C.  By virtue of the acquisition of the assets of  MWD,
and the  grant of  the  license to  use  the MWD  Mark,  the
parties desire  to amend and restate  the Original Agreement
to (i)  cover the direct-mail businesses to  be conducted by
VVI under the MWD  Mark, and (ii) revise certain  provisions
of  the Original Agreement to reflect understandings reached
by the parties based upon their fifteen months of experience
in operating under the Original Agreement.

                     A G R E E M E N T S

     NOW,  THEREFORE, for  good and  valuable consideration,
the  receipt   and   sufficiency   of   which   are   hereby
acknowledged,  the  parties  hereby  amend and  restate  the
Original Agreement to read as follows:

     1.   Certain  Definitions.   For the  purposes of  this
Agreement:

          (a)  "Affiliate"    shall  mean any  Person  which
     directly or  indirectly is controlled by  the Person in<PAGE>


<PAGE>


     question.  "Control" means  the possession, directly or
     indirectly, of  the power  to direct  or  to cause  the
     direction of  the management  and policies of  a Person
     whether through ownership of voting securities, through
     the  power  to   appoint  directors,  by  contract   or
     otherwise.  For purposes of this Agreement, neither the
     General Electric Company  ("GE"), nor General  Electric
     Capital Corporation ("GECC"), nor  any subsidiary of GE
     or GECC, shall be deemed to be an Affiliate of MW.

          (b)  "Cable Systems" shall  mean individual  cable
     television systems.  Each cable television system shall
     be  considered   to  be  an  individual  Cable  System,
     regardless  of whether such  cable television system is
     operated by an operator of more than one Cable System.

          (c)  "Card"  shall  mean any  private-label credit
     card  offered  by any  member of  the  MW Group  or its
     designee to  customers  of any member of the  MW Group,
     including but not limited to the Montgomery Ward credit
     card and the Lechmere credit card.

          (d)   "Catalog Activities" shall  mean the conduct
     of the following activities:

               (i)   the offer and sale  of Products through
          mail-order  catalog  offers (the  "Primary Catalog
          Activity");

               (ii)  the offer  and sale of Products through
          direct mail syndications and  reverse syndications
          (as such  terms are  commonly used in  the catalog
          and direct-mail industry);

               (iii)  the offer and sale of Products through
          telemarketing  to  customers  derived through  the
          Primary Catalog Activity;

               (iv)  prospecting  for new customers  using a
          combination catalog and pre-approved credit offer;

               (v)   use of 30, 60 and 120 second television
          commercials for promotion  of the Primary  Catalog
          Activity;

               (vi)  the offer  and sale of Products through
          solo and multi-solo  mailings to customers derived
          through the Primary Catalog Activity; and

               (vii)   the use  of the Internet  and on-line
          services to promote the Primary Catalog Activity.


                             -2-<PAGE>



<PAGE>

          (e)  "Effective Date" shall mean March 13, 1995.

          (f)  "Excluded   Products"   shall  mean   unique,
     proprietary  Products (as  herein defined) such  as the
     PowerGrower, that  (x) are  developed or promoted  by a
     member of the MW  Group for the primary benefit  of the
     MW Group, and (y)  are not marketed through the  use of
     any of the Marks.

          (g)  "HSN" shall mean Home Shopping Network, Inc.,
     a Delaware corporation.

          (h)  "HSN  Agreements" shall mean (i) that certain
     Agreement, dated as of October 12, 1988 among Signature
     Agency, Inc.,  HSN and  HSN Insurance, Inc.,  (ii) that
     certain  Agreement,  dated  as  of  October  31,  1987,
     between Signature's Nationwide Auto Club, Inc., HSN and
     Home  Shopping  Insurance,  Inc.,  (iii)  that  certain
     Agreement,  dated  as  of  October  12,  1987,  between
     Montgomery Ward  Life Insurance  Company, HSN and  Home
     Shopping   Insurance,  Inc.,  and   (iv)  that  certain
     Agreement,  dated   as  of  October  10,   1991,  among
     Montgomery Ward  Enterprises, Inc., The  Signature Life
     Insurance Company of America,  Home Shopping Club, Inc.
     and HSN Insurance, Inc.

          (i)  "Marks"  shall have  the meaning  ascribed to
     such   term   in  the   Restated   Servicemark  License
     Agreement.
 
          (j)  "MW Group" shall  mean, collectively, MW  and
     its Affiliates. 

          (k)  "MW Products" shall mean Products offered for
     sale by any member of the MW Group.

          (l)  "MW  Services"  shall  mean services  offered
     from time to time by Signature (as herein defined).

          (m)   "New Warrants" shall mean  Series P Warrants
     to purchase shares of common stock, $.01 par  value, of
     VVI.

          (n)  "Person"   shall   mean  a   natural  person,
     corporation,  general  or limited  partnership, limited
     liability   company  or   partnership,  proprietorship,
     association, joint venture, governmental agency, trust,
     estate, unincorporated organization, or other entity or
     organization   whether   acting   in   an   individual,
     fiduciary, or other capacity. 



                             -3-<PAGE>



<PAGE>

          (o)  "Pledge  Agreement" shall  mean  that certain
     Pledge Agreement, dated of even date herewith,  between
     MW and VVI.

          (p)  "Product"  or  "Products"   shall  mean   any
     consumer merchandise other than Excluded Products.

          (q)  "Related  Agreements"  shall mean  the Pledge
     Agreement, the Receivables Sale and  Purchase Agreement
     (as   herein  defined)  and  the  Restated  Servicemark
     License Agreement (as herein defined).

          (r)  "QVC"  shall  mean   QVC  Network,  Inc.,   a
     Delaware corporation.

          (s)  "Restated Servicemark License Agreement"
     shall  mean  that  certain  Amended  and  Restated
     Servicemark License Agreement between MW  and VVI,
     of even date herewith.

          (t)      "Receivables   Sale   and   Purchase
     Agreement"  shall  mean that  certain  Credit Card
     License and Receivables  Sale Agreement between MW
     and VVI,  dated March  13, 1995, as  amended by  a
     letter agreement of even date herewith.

          (u)  "Retailer"  shall  mean a  Person principally
     engaged  in the retail  merchandising of consumer goods
     within the United States, other than a member of the MW
     Group  or VVI. By way of example and not of limitation,
     "Retailer"  includes  merchandisers   such  as   Sears,
     J.C.Penney, Macys, Target, and the like.

          (v)    "Retained  Catalog Rights"  shall  mean the
     following:

               (i)  the right of MW to conduct its  existing
          special-offers business through statement inserts,
          solo   and   multi-solo   mailings   and   through
          syndications; 

               (ii)    the  right  of  Signature (as  herein
          defined)  to  market  a membership-based  shopping
          service  and to  do  catalog or  solo mailings  to
          potential  members to  solicit memberships  and to
          encourage members to purchase  merchandise through
          such service; and

               (iii)   the  right of  Signature  to  conduct
          continuity businesses.



                             -4- <PAGE>
 



<PAGE>

          (w)        "Signature" shall mean Signature 
     Financial/Marketing, Inc. and  its Affiliates,  all of
     which presently are members of the MW Group.

          (x)  "Syndicated     Programs"      shall     mean
     syndicated/transactional     television     programming
     intended for broadcast over multiple broadcast or cable
     television  networks, using  a format  other than  that
     described in  the first  sentence of the  definition of
     Television Home Shopping.

          (y)  "Taxes"  shall mean  sales, use,  service and
     similar taxes.

          (z)  "Television   Home   Shopping"   shall   mean
     Product-focused television programming whereby Products
     are sold  by "on-air"  hosts and  orders are  placed by
     viewers   directly  with   the  party   providing  said
     television    programming    or    its     agents    or
     representatives, using substantially the format used as
     of  the date  hereof  by VVI,  HSN  and QVC.    Without
     limiting  the generality  of  the  preceding  sentence,
     Television Home  Shopping does not  include commercials
     or  Syndicated Programs,  but does,  for the  five year
     period commencing on the date hereof, include so-called
     "infomercials" of a length not exceeding 30 minutes. 

          (aa) "ViaTV"  shall mean  RSTV,  Inc.,  a  Florida
     corporation.

          (y)  "VVI"  shall mean  ValueVision International,
     Inc. and its Affiliates.

          (z)    "VVI  Cataloging Business"  shall  mean the
     conduct by  VVI of Catalog Activities,  through the use
     of one or more of  the Marks and/or offering  customers
     the use of the Card.

Other  definitions  are  contained   in  the  body  of  this
Agreement.

     2.   Exclusivity.  During the term of this Agreement:

          (a)  No member  of the MW Group  will, directly or
     indirectly:

               (i)  sell  or  offer  for  sale  any  Product
          through  Television  Home   Shopping  or   Catalog
          Activities  within  the   United  States,   except
          through VVI;  provided, however that  this Section
          2(a)(i) shall not apply to (w) Excluded  Products,
          (x)  Retained  Catalog  Rights,  or  (y)  Products

                             -5-<PAGE>


<PAGE>


          offered for sale by  any business that is acquired
          from a third party after the Effective Date by any
          member of the MW Group; 

               (ii)  start  up  a Television  Home  Shopping
          business  or,   for  a   period  of  five   years,
          commencing   on   the  date   hereof,   a  Catalog
          Activities business;

               (iii) acquire 10% or  more of the outstanding
          equity securities (or securities  representing 10%
          or  more  of the  aggregate  voting  power of  the
          outstanding  securities)  of a  Person principally
          engaged  in  Television Home  Shopping, including,
          without limitation, HSN, QVC, and ViaTV, or, for a
          period  of  five  years,  commencing  on  the date
          hereof, Catalog Activities; or 

               (iv) enter into, or  assist any Person (i) to
          obtain, arrangements for  Cable System carriage of
          Television   Home  Shopping,   including,  without
          limitation,  by purchasing advertising time on any
          such Cable System for  the purpose of so assisting
          such  Person,  or  purchase  advertising  time  on
          Television  Home Shopping programming on any Cable
          System,   except  with   VVI   pursuant  to   this
          Agreement,  or (ii) in  starting-up, developing or
          conducting  any Catalog Activities (other than the
          Retained Catalog Rights).  

     This Section 2(a) shall  not prevent any member  of the
     MW Group from acquiring a voting or equity interest in,
     or  the operating assets  of, a Person  that engages in
     Television  Home Shopping  or Catalog  Activities other
     than  as a principal  business; provided, however, that
     if the MW Group  shall acquire a Person, or  the assets
     of a Person, engaged in Catalog Activites other than as
     a principal  business, MW shall notify VVI, and, if VVI
     shall  desire to  purchase the  portion of  such Person
     which  is  engaged  in  Catalog  Activities,  MW  shall
     negotiate in good faith with VVI with a view to selling
     such portion to VVI.

          (b)  Without  the  prior  written consent  of  MW,
     which shall not unreasonably be withheld:

               (i)   VVI and its Affiliates will not sell or
          offer for  sale  any Products  through  Television
          Home  Shopping within the  United States using the
          servicemarks,  trade names  or  trademarks of  any
          Retailer; and


                             -6-<PAGE>


<PAGE>


               (ii)  VVI and its Affiliates shall not engage
          in  Catalog  Activities  using  any  servicemarks,
          trade names  or trademarks  of any  Retailer other
          than  MW and  its  Affiliates, or  offer for  sale
          through  Catalog  Activities  services  which  are
          competitive with MW Services then being offered by
          Signature,  provided  that  Signature  shall  have
          offered  such  MW  Services   prior  to  the  time
          competitive services are intended to be offered by
          VVI;

          (c)  Except  as  otherwise  provided  in  the  HSN
     Agreements, MW shall give  to VVI the first opportunity
     to  offer for  sale, via  Television Home  Shopping, MW
     Services  which  MW  considers  in  good  faith  to  be
     appropriate  for  sale  by  means  of  Television  Home
     Shopping.  MW shall do so by giving VVI notice  of MW's
     intent to offer such MW Services, and the prices, terms
     and  other  economic  terms  with respect  to  such  MW
     Services which  MW desires.  MW and VVI shall thereupon
     negotiate in  good faith  over whether VVI  shall offer
     such MW Services, and the terms of any such  offer.  If
     MW and VVI reach  an agreement with respect to  such MW
     Service  within  30  days  after  the  commencement  of
     negotiations, then VVI  shall have the  exclusive right
     to  offer  such  MW  Service  through  Television  Home
     Shopping.  If the parties do not so reach an agreement,
     MW  shall thereafter  have the right  to offer  such MW
     Service to  other Television Home Shopping  networks on
     such terms as MW shall determine in its sole judgement,
     provided that the  Card shall  not be  offered and  the
     Marks shall not be used in connection with the offering
     of such MW Services on such networks.

          (d)  MW shall give to VVI the first opportunity to
     carry  any Syndicated  Program which  MW desires  to be
     distributed by a broadcast or cable television  network
     engaged   primarily   in   Television  Home   Shopping,
     including without limitation  VVI, HSN, QVC  and ViaTV.
     MW shall do so  by giving VVI notice of  MW's intent to
     so distribute such Syndicated Program, and the economic
     terms with respect to  such Syndicated Program which MW
     desires.  MW  and VVI shall thereupon negotiate in good
     faith over the terms  pursuant to which such Syndicated
     Program would be broadcast by VVI and the compensation,
     if any, payable to MW therefor.  If MW and VVI reach an
     agreement  with  respect  to  such  Syndicated  Program
     within 30  days after the commencement of negotiations,
     then MW  shall not  offer such Syndicated  Program over
     any  broadcast  or  cable  television  network  engaged
     primarily in  Television Home Shopping  other than VVI.
     If the parties do  not so reach an agreement,  MW shall

                             -7-<PAGE>



<PAGE>

     thereafter  have the  right  to  offer such  Syndicated
     Program to  other Television Home  Shopping networks on
     terms  not materially  less  favorable to  MW than  the
     terms which were offered to VVI, provided that the Card
     shall not be offered and the Marks shall not be used in
     connection   with  such  Syndicated   Program  on  such
     network.

     3.   Marks.       MW shall  not  license or  permit any
Person, other than VVI  or its Affiliates, to use  the Marks
(or  marks confusingly  similar thereto) in  Television Home
Shopping  or Catalog  Activities,  nor shall  MW license  or
permit  any  Person  other  than VVI  engaged  primarily  in
Television  Home Shopping  or Catalog  Activities, including
without  limitation QVC, HSN and ViaTV, to use the Marks (or
marks confusingly similar thereto) for any purpose.

     4.   Card.  MW shall not license or  permit any Person,
other than  VVI, to use the  Card to sell or  offer for sale
any  Products through  Television Home  Shopping  or Catalog
Activities, nor shall MW license  or permit any Person other
than  VVI  engaged  primarily in  Television  Home  Shopping
(including  without  limitation  QVC,  HSN,  and  ViaTV)  or
Catalog  Activities,  to  use  the  Card  for  any  purpose,
provided, however, that  notwithstanding the foregoing,  the
Card may be used for any purpose other than to sell or offer
for sale  any Products  through Television Home  Shopping or
Catalog Activities (other than through the  Retained Catalog
Rights)  by (i)  any member  of the MW  Group, and  (ii) any
person  that was  using the  Card prior  to such time  as MW
obtained actual knowledge that such Person was controlled by
a company  engaged primarily in Television  Home Shopping or
Catalog Activities.  

     5.   Programming  and Catalog Content.   VVI shall have
exclusive  control  over  all  television   programming  for
Television Home  Shopping, and catalog  and mailing  content
for  Catalog  Activities,   including  without   limitation,
product selection,  method  and  form  of  presentation  and
content;  provided,  however,   that  any  Television   Home
Shopping  programming, and  any Catalog  Activity, employing
any of the Marks, or using the Card, shall be subject to the
provisions of the Restated Servicemark License Agreement and
the  Receivables  Sale  and  Purchase  Agreement.    Nothing
contained herein shall preclude VVI from offering television
programming in formats other than Television Home Shopping.







                             -8-<PAGE>



<PAGE>

     6.   Fulfillment.  VVI  shall have sole  responsibility
for,  and  exclusive  control  over,  fulfillment  except as
provided  herein.   Without limiting  the generality  of the
preceding sentence:

          (a)  Except as  provided  in this  paragraph,  VVI
     shall   have  sole  responsibility  for  and  exclusive
     control over  inbound telemarketing and  fulfillment of
     viewer   orders   generated  through   Television  Home
     Shopping,  and fulfillment  of sales  generated through
     Catalog  Activities,  either  from VVI's  inventory  or
     through drop-shipments arranged by VVI with MW or other
     drop-ship vendors.   Notwithstanding the foregoing,  MW
     shall have responsibility for fulfillment of  viewer or
     customer orders  that are  drop-shipped from MW  to the
     customer.

          (b)  Except as  provided  in this  paragraph,  VVI
     shall  bear the sole risk  of loss with  respect to all
     merchandise, including MW  Products, including the loss
     of   risk   in  transit   and   the   risk  of   theft.
     Notwithstanding the  foregoing, MW shall bear  the sole
     risk of loss, including the risk of loss in transit and
     the  risk of  theft, for  orders that  are drop-shipped
     from MW to the customer.

          (c)   VVI  shall bear  the sole  credit risk  with
     respect to all Products,  including MW Products, and MW
     Services, which  VVI shall  sell on  credit, excluding,
     however,  any Product  sold  through use  of the  Card,
     except as otherwise provided in the Restated Receivable
     Sales and Purchase Agreement.

          (d)  Except  as  provided in  this  paragraph, VVI
     will be  solely  responsible for  collecting  from  its
     customers  any Taxes which may  be due on  any sales of
     Product (including  MW Products) or MW  Services to its
     customers  and  shall remit  all  such  amounts to  the
     appropriate  taxing  authorities.  Notwithstanding  the
     foregoing,   MW   shall  be   solely   responsible  for
     collection of Taxes from  its customers who buy Product
     or  MW Services using  the Card, except  as provided in
     the Restated Receivable  Sales and Purchase  Agreement.
     Nevertheless, MW  shall remit  to VVI, pursuant  to the
     Restated  Receivable Sales  and Purchase  Agreement, an
     amount equal  to the Taxes charged to  customers by VVI
     on each purchase using the Card, which amount VVI shall
     remit to the appropriate taxing authority. 

          (e)  VVI  will  not  modify  its  standard  30-day
     Product return period (except for Products constituting
     "seconds",  Products  which   have  been  repaired   or

                             -9-<PAGE>



<PAGE>

     reconditioned  or  close-outs)  without  MW's  consent,
     which consent  will not unreasonably be  withheld.  VVI
     and  MW  shall  instruct customers  to  return  Product
     purchased  from VVI through Television Home Shopping or
     Catalog Activities (other  than Product drop-shipped by
     MW) to VVI, and not to MW stores.  In the event that MW
     accepts  returns of Product  purchased from VVI through
     Television  Home  Shopping  or  Catalog  Activities  in
     accordance with VVI's return policy, MW shall  promptly
     ship  such product to VVI.  If such return was accepted
     in accordance  with VVI's return policy,  VVI will bear
     the  freight   cost   associated  with   such   return;
     otherwise, VVI and MW will each bear 50% of such cost.

     7.   Purchase of MW Products and MW Services from MW.  

          (a)  VVI  shall have  the right,  exercisable from
     time  to time upon written notice to MW using an agreed
     form of  purchase order,  to purchase MW  Products, for
     the  purpose  of resale  by  means  of Television  Home
     Shopping   or  Catalog   Activities,  subject   to  (i)
     applicable restrictions in  vendor agreements  pursuant
     to  which MW purchased such MW  Products, and (ii) MW's
     own  requirements for  MW Products.   Upon  request, MW
     will  advise VVI as to whether an agreement with any of
     MW's vendors contains any restrictions  on MW's ability
     to  resell Product from such  vendor to VVI.   MW shall
     have the  sole right to determine  its requirements for
     such MW Products.  The prices of such MW Products shall
     not exceed MW's direct cost thereof (including freight,
     but  excluding corporate  overhead  charges),  and  the
     terms  of sale shall be  the same terms  as those under
     which MW  purchased such MW Products,  except that such
     MW  Products  shall  be  shipped  to  VVI  f.o.b.  MW's
     warehouses.   MW agrees  to use commercially reasonable
     efforts to  assist VVI to obtain  vendors' consents and
     any  necessary  trademark  licenses.    VVI  will cease
     offering via  Television Home  Shopping any  MW Product
     with respect  to which MW  advises VVI in  writing that
     the  vendor  has specifically  requested  that  such MW
     Product  not  be  sold  via  Television  Home  Shopping
     ("Withdrawn Product").   MW will accept  returns of all
     such Withdrawn  Product from VVI and  will reimburse to
     VVI the purchase price and  freight charges paid by VVI
     in acquiring or returning such Withdrawn Product.  

          (b)  Prices and terms with respect  to MW Services
     shall be as agreed from time to time by MW and VVI with
     respect  to the  particular  MW Service  to be  offered
     through Television Home Shopping or Catalog Activities.



                            -10-<PAGE>


<PAGE>


          (c)  MW shall have the right to establish a credit
     limit, and credit terms, for all VVI purchases pursuant
     to this Section 7 and pursuant to Section 8.  Except as
     provided  above  with  respect  to  Withdrawn  Product,
     return privileges with respect  to MW Products shall be
     as  agreed  between MW  and  VVI  with  respect to  the
     particular  MW Products, and in  the absence of such an
     agreement, VVI shall not have return privileges, except
     with respect to defective goods.  

          (d)  MW   disclaims   any   express   or   implied
     warranties  with  respect  to  MW  Products,  including
     without   limitation   the   implied    warranties   of
     merchantability and  fitness for a  particular purpose,
     except for any private-label MW Products as to which MW
     offers a  manufacturer's warranty (in  which case  MW's
     standard  manufacturer's warranty  for such  MW Product
     shall apply).    MW will  assign to  or otherwise  make
     available  to VVI  all  manufacturer's  warranties  and
     other  rights  of MW  relating  to  third party  claims
     arising  from MW Products sold by MW to VVI and provide
     reasonable assistance to VVI  in obtaining the benefits
     of  such warranties,  at  no expense  to MW;  provided,
     however, that  MW shall retain the  concurrent right to
     assert such rights with respect to such MW Product.

     8.   Introductions to  MW Vendors.   From time  to time
during the term  hereof, MW will  introduce VVI's buyers  to
MW's principal  vendors and such  other MW vendors  to which
VVI  reasonably requests  an  introduction, and  MW's buyers
will  provide  reasonable  advice and  assistance  to  VVI's
buyers  to obtain  Product, vendors' consents  and licenses,
consistent  with  the  needs  of  MW's  business.    In  its
discretion, and subject  to the terms of its agreements with
its vendors, MW may  purchase Product for resale to  VVI, on
terms established by MW and acceptable to VVI.

     9.   Buying Office.   During  the term hereof,  MW will
make available to VVI, without charge, except as provided in
this Section  9, office space and  reasonable office support
services at MW's headquarters in Chicago for use as a buying
office.   To  the extent  required  in order  to efficiently
implement the provisions of  this Agreement, during the term
hereof,  VVI will  make office  space and  reasonable office
support  services available  to  MW at  its headquarters  in
Minneapolis,  without  charge, except  as  provided in  this
Section 9.  Each  party may charge the  other party for  any
office support service costs (e.g., long distance telephone,
photocopies,   postage),   at  such   party's   direct  cost
(excluding  overhead) to be agreed upon by the parties.  The
parties  agree to work  together in good  faith to determine


                            -11-<PAGE>



<PAGE>

the  most cost-effective  means  to equip  and operate  such
offices.

     10.  Cable   Carriage    Agreements   and   Advertising
Commitments.  MW and VVI agree that:

          (a)   VVI  shall, and  MW may  at its  option, use
     commercially reasonable  efforts to negotiate  for long
     term cable carriage agreements pursuant to which  Cable
     Systems  will  agree  to carry  VVI's  Television  Home
     Shopping  programming.   Each party  will use  its best
     efforts   to   promptly  notify   the   other   of  the
     commencement of negotiations with any Cable System, and
     will permit the other party to participate therein.  MW
     shall have the  right, but not be obligated,  to assist
     VVI to  obtain long  term cable carriage  agreements by
     purchasing advertising time on such Cable Systems, with
     cash  or non-cash consideration acceptable to the Cable
     System (such as MW Services);  

          (b)   subject to  the remainder of  this paragraph
     10, MW  shall not be obligated  to purchase advertising
     time  except  to  the  extent it  expressly  agrees  in
     writing with the Cable System or VVI to be so obligated
     (an  "Advertising  Commitment").   Notwithstanding  the
     preceeding  sentence, MW  hereby  makes an  Advertising
     Commitment  that  the  MW  Group   will,  collectively,
     purchase not less than $20,000,000 of  advertising time
     on  Cable  Systems through  VVI  during  the five  year
     period commencing  August 1, 1996.   The MW  Group will
     have sole control of  (i) the nature and extent  of all
     advertising  it  places with  Cable  Systems, (ii)  the
     content of all advertisements, and  (iii) the selection
     of the specific  Cable Systems on  which it intends  to
     place advertising.  MW  shall receive full credit under
     this  paragraph 10  for  any advertising  placed by  an
     Affiliate of MW as  of August 1, 1996 through  VVI even
     though  such  Affiliate  shall  have ceased  to  be  an
     Affiliate  of MW.   MW  shall use  its best  efforts to
     place (i) $5,000,000 of advertising  through VVI during
     the  one year  period commencing  August 1,  1996, (ii)
     $4,000,000 of  advertising  during each  of  the  years
     commencing on  the first, second and  third anniversary
     of  said  date,  and  (iii)  $3,000,000  of advertising
     during the year commencing on the fourth anniversary of
     said  date.   To  the extent  the  MW Group  shall have
     placed less than the  minimum amount of advertising for
     a  one  year  period   referred  to  in  the  preceding
     sentence, the  shortfall  shall be  carried forward  to
     subsequent years;  provided, however, that MW  shall be
     obligated to place all $20,000,000 of advertising prior
     to August  1, 2001.   As  collateral security for  MW's

                            -12-<PAGE>



<PAGE>

     obligations   under  the  preceding  portions  of  this
     subparagraph (b),  MW shall pledge to  VVI New Warrants
     to purchase  1,637,138 shares,  pursuant to  the Pledge
     Agreement;

          (c) VVI shall  not be obligated to enter  into any
     cable carriage agreement except  to the extent that VVI
     has determined, in its sole discretion, that such cable
     carriage agreement is in the best interests of VVI.  If
     at any  time VVI is required to  pay additional amounts
     to  a Cable  System solely  because of MW's  failure to
     purchase  advertising  time that  MW  had  committed to
     purchase in  an Advertising  Commitment (other than  by
     reason of  a breach  of such Advertising  Commitment by
     such  Cable System),  MW  will reimburse  VVI for  such
     additional amount that VVI is required to pay the Cable
     System, not to exceed the difference between the amount
     MW committed  to expend on advertising  with such Cable
     System pursuant to such Advertising Commitment, and the
     amount   paid  by   MW  for   advertising   under  such
     Advertising  Commitment.    In  addition  to all  other
     rights and  remedies otherwise provided by  law, except
     as specifically limited hereunder, in the event that MW
     breaches an Advertising Commitment,  VVI shall have the
     termination right provided in subparagraph 22(b)(ii).  

     11.  Board of Directors.   Subject to the provisions of
this paragraph 11, commencing on the date of this  Agreement
and ending on the first to occur of (x) the date on which MW
owns  or shall have  the right to  own less than  10% of the
outstanding common stock of VVI (computed on a fully diluted
basis) and (y) the date on which this  Agreement terminates,
MW   will  have  the  right  to  designate  one  nominee  on
management's slate  of nominees for the  Board of Directors;
provided, however that  MW will not designate  as a director
nominee  (x) any person who is an  officer or director of GE
or  GECC or  any of  their Affiliates,  (y) any  person with
respect  to   whom  VVI   would  be  required   to  disclose
information in response to Item  401(f) of Regulation S-K or
Item 401(d) of Regulation  S-B, or (z) any  proposed nominee
to the extent VVI is advised in writing by its counsel that,
in such counsel's opinion, nomination of such designee would
result  in  a violation  of  the fiduciary  duties  of VVI's
directors.   During the period in  which MW has the right to
designate  a   director-nominee,  (i)  VVI  will   agree  to
recommend such nominee  to its stockholders,  (ii) VVI (with
respect  to any Shares as to which  it has voting power) and
Messrs.  Robert Johander  and Nicholas  Jaksich, as  long as
such individuals remain members of VVI's Board of Directors,
will  each vote all Shares over which they have voting power
in  favor of the election of MW's nominee, and (iii) MW will
vote all Shares over which it  has voting power in favor  of

                            -13-<PAGE>


<PAGE>


VVI's nominees.   If this Agreement  shall terminate, unless
MW  shall  at  such  time own  10%  or  more  of VVI's  then
outstanding  common stock,  MW  will cause  its designee  to
promptly  resign  from  the  Board  of Directors.    The  MW
director-nominee, and the directors of MW who were appointed
by GE or GECC, shall each execute such recusal statements as
may be required from time to time in order that none of VVI,
GECC nor GE (as  both the ultimate indirect owner  of shares
of MW and the owner  of National Broadcasting Company,  Inc.
and its subsidiaries  will be in  violation of the  multiple
ownership  and combined  ownership  rules, regulations,  and
policies  of the Federal Communications Commission.

     12. [Intentionally omitted.]

     13.  Insurance.  

          (a)  VVI  shall purchase and maintain in effect at
     all  times  during  the  term of  this  Agreement,  the
     following policies of insurance:

               (i)  A policy of commercial general liability
          insurance, on  an occurrence rather  than a claims
          made  basis,  including  coverage for  contractual
          liability, product  liability, business automobile
          liability insurance, personal injury, and property
          damage  and advertising  injury, naming  MW  as an
          additional insured, with  a combined single  limit
          of liability for bodily injury and property damage
          of  not  less than  $1  million,  and endorsed  to
          eliminate  the  exclusion   for  coverage  as   to
          property in MW's care, custody and control;

               (ii)     A  policy  of  employer's  liability
          insurance   with  a   combined  single   limit  of
          liability of  $500,000 per  occurrence and  in the
          aggregate.

               (iii)   Umbrella  liability insurance  on  an
          occurrence  basis  with  a   $10,000,000  combined
          single limit  of liability  per occurrence and  in
          the aggregate. 

               (iv) Director's   and   officer's   liability
          insurance  covering  all  directors and  executive
          officers, with a combined single limit of not less
          than   $2,000,000  per   occurrence  and   in  the
          aggregate.  

               (v)   Crime insurance, including coverage for
          employee dishonesty, with  a combined single limit
          of not less than  $1,000,000 per occurrence and in
          the aggregate.

                            -14-<PAGE>



<PAGE>

     All  such insurance  shall  be endorsed  to provide  at
     least  ten (10) days' prior written notice to MW in the
     event of  any  proposed cancellation  or  modification.
     All of the insurance  specified in this paragraph shall
     be  with  insurance  carriers  duly  authorized  to  do
     business in Minnesota.  Upon request, VVI shall furnish
     MW  with  copies  of  policies,  certificates or  other
     evidence of  all such insurance in  conformity with the
     requirements  of this  Agreement.   VVI  will also  use
     commercially  reasonable  efforts  to  obtain  vendor's
     endorsements  with  respect to  all  material items  of
     merchandise, other than MW Products or jewelry, sold by
     VVI, naming MW as an additional insured.   

          (b)  During the term of this Agreement, MW will:

               (i)  cause VVI  to be named as  an additional
          insured  with respect to  all coverages, including
          without    limitation,    contractual   liability,
          products liability and  advertising injury,  under
          MW's  comprehensive  general  liability  insurance
          policies with respect to all MW Products; and

               (ii) use  commercially reasonable  efforts to
          obtain  vendor's  endorsements,  naming VVI,  with
          respect to all material MW Products which are sold
          to VVI pursuant to this Agreement.

     14.  Inspection of  Records.  Each party  will have the
right to  inspect the  other's books, records,  and premises
with regard to any transaction under  this Agreement and the
Related  Agreements.  In order to verify the accuracy of all
the above  accounts and  records, each party  will have  the
right at its sole cost to copy said books and  records.  All
information  in such  books,  records, or  revealed by  such
inspection, shall  be deemed to be  confidential information
subject to  the provisions  of  Sections 15  (except to  the
extent  provided in  Section  15(a)(i), (ii)  and (iii)  and
15(b)(i), (ii) and (iii), and 16 hereof). 

     15.  Confidentiality.

          (a)  In the performance of  this Agreement and the
     Related  Agreements,  VVI  and  its  Affiliates  may be
     exposed  to  the  confidential  information   or  trade
     secrets  of the  MW  Group and  others.   VVI  and  its
     Affiliates shall not disclose to anyone not employed by
     the  MW Group  or MW's  designee under  the Receivables
     Sale and Purchase Agreement nor use except on behalf of
     the  MW Group  or MW's  designee under  the Receivables
     Sale  and  Purchase  Agreement  any  such  confidential
     information acquired  by VVI  or its Affiliates  in the

                            -15-<PAGE>



<PAGE>

     performance   of  this   Agreement   or   the   Related
     Agreements,  except  as  authorized  by  MW  by   prior
     writing.   Information regarding all aspects  of the MW
     Group's   business,   either  directly   or  indirectly
     disclosed to VVI or its Affiliates or developed  by VVI
     or its Affiliates in  the performance of this Agreement
     and  the Related  Agreements  shall be  presumed to  be
     confidential except to the extent that such information
     (i) shall have been published or otherwise made  freely
     available  to  the general  public  without restriction
     through   no  wrongdoing  of  VVI  or  its  Affiliates,
     (ii) shall have  been obtained  from a third  party not
     reasonably  known   by  VVI  or  its  Affiliates  after
     reasonable inquiry, to be subject to  a confidentiality
     agreement  with MW or any of its Affiliates or (iii) is
     required  (in the  reasonable  opinion of  VVI's  legal
     counsel)  to  be disclosed  pursuant  to  law or  legal
     process.    With regard  to  all  of such  confidential
     information,  VVI  agrees that  it  and  its Affiliates
     shall:  (a) forever  hold  in  strict  confidence  such
     information;  (b)  not  alter,   copy,  misappropriate,
     misuse, transfer,  sell, deliver or divulge,  under any
     circumstances, any of  such confidential information to
     anyone  other than an employee  or agent of  VVI or its
     Affiliates   whose  duties   require  access   to  such
     information  and  then  only  in the  course  of  VVI's
     performance under this Agreement  and such employee  or
     agent  shall be  bound by the  terms of  this paragraph
     15(a); and (c) upon  the termination of this Agreement,
     return all  such confidential  information to MW  or to
     destroy   same  together  with  all  additional  copies
     thereof.

          (b)  In the  performance of this Agreement and the
     Related  Agreements,  the  MW  Group  (which,  for  the
     purposes  of this  paragraph 15(b)  shall include  MW's
     designee   under  the  Receivables  Sale  and  Purchase
     Agreement) may  be exposed to  confidential information
     or trade secrets of VVI, its Affiliates and others. The
     MW Group shall not  disclose to anyone not  employed by
     VVI or its Affiliates  nor use except on behalf  of VVI
     and  its Affiliates  any such  confidential information
     acquired by  the MW  Group in  the performance of  this
     Agreement  and   the  Related  Agreements,   except  as
     authorized  by  VVI  by  prior  writing.    Information
     regarding all aspects of VVI's business either directly
     or indirectly disclosed to the MW Group or developed by
     any member of the  MW Group in the performance  of this
     Agreement and the Related Agreements shall  be presumed
     to  be  confidential except  to  the  extent that  such
     information (i) shall have been published  or otherwise
     made  freely available  to the  general public  without

                            -16-<PAGE>



<PAGE>

     restriction  through no  wrongdoing  of  the MW  Group,
     (ii) shall have  been obtained  from a third  party not
     reasonably  known by  the  MW  Group, after  reasonable
     inquiry, to be  subject to a  confidentiality agreement
     with VVI or any of its Affiliates or  (iii) is required
     (in the reasonable opinion of MW's legal counsel) to be
     disclosed  pursuant  to law  or  legal  process.   With
     regard to all of  such confidential information, the MW
     Group shall: (a) forever hold in strict confidence such
     information;  (b)  not  alter,   copy,  misappropriate,
     misuse, transfer, sell,  deliver or divulge,  under any
     circumstances, any of such confidential  information to
     anyone  other than an employee or agent of the MW Group
     whose duties  require  access to  such information  and
     then only in  the course of the MW  Group's performance
     under this  Agreement and such employee  or agent shall
     be  bound by the terms of this paragraph 15(b); and (c)
     upon the termination of this Agreement, return all such
     confidential  information  to VVI  or  to  destroy same
     together with all additional copies thereof.

          (c)  The   obligations   of   the  parties   under
     paragraphs   15(a)   and   15(b)  shall   survive   the
     termination  or  expiration  of this  Agreement  for  a
     period  of  five   years  after  such   termination  or
     expiration.

     16.  Cardholder Data.

          (a)  Pursuant to the Receivables Sale and Purchase
     Agreement, VVI and MW have come into, or will hereafter
     come into, possession of the names, addresses and other
     data  and information ("Cardholder  Data") with respect
     to  VVI viewers or customers  who are or become holders
     of the Card and who purchase Product from VVI using the
     Card ("Cardholders").  Cardholder  Data already in MW's
     or VVI's  possession as of the Effective  Date or which
     MW or  VVI acquires from  sources other than  the other
     party do not constitute Cardholder Data.  Customers who
     have  purchased  Product from  VVI by  use of  the Card
     (regardless of  whether such  customers have also  used
     any  other  credit  card)  are referred  to  herein  as
     "Cardholder Customers." 
 
          (b)  The parties  agree  that (i)  all  Cardholder
     Data  provided by MW to VVI with respect to Persons who
     are  not  Cardholder Customers  shall  remain  the sole
     property of  MW, and (ii) Cardholder  Data with respect
     to Cardholder  Customers will be the  joint property of
     MW and VVI.  Each of MW and VVI may exercise all rights
     of  ownership  with  respect  to  Cardholder  Data with
     respect  to  Cardholder  Customers; provided,  however,

                            -17- <PAGE>
 


<PAGE>

     that (x) no so-called  "back-end" marketing of Products
     or services by VVI  to Cardholder Customers, other than
     through Catalog  Activities, shall  include  the use of
     the  Marks  or the  offering of  the Card  without MW's
     approval, which shall not unreasonably be withheld, and
     (y) VVI will not, directly or indirectly, sell or lease
     to  parties other than Affiliates of VVI as of the date
     hereof  any  Cardholder  Data  relating  to  Cardholder
     Customers  to any Retailer  or to  any Person  which is
     engaged  in  the rendering  of  services  which are  in
     competition with any of the MW Services as then offered
     by  Signature.  In any sale or lease of Cardholder Data
     pertaining  to  Cardholder   Customers  which  is   not
     prohibited  pursuant  to  the preceding  sentence,  VVI
     shall not make available any Cardholder Data pertaining
     to the Cardholder  Customer's past use  of the Card  or
     such  Cardholder  Customer's  creditworthiness, to  the
     extent any  such information  was obtained from  the MW
     Group or the issuer of the Card.

          (c)  The   obligations   of   the  parties   under
     paragraphs   16(a)  and   16(b)   shall   survive   the
     termination  or  expiration  of  this  Agreement  for a
     period  of   five  years  after  such   termination  or
     expiration.

     17.  Representations and Warranties.  The  parties make
the following representations and warranties to each other:
 
          (a)  MW  makes  the following  representations and
     warranties to VVI:

               (i)  MW  is  a  corporation  duly  organized,
          existing and  in good  standing under the  laws of
          the State of Illinois;

               (ii) MW    has   all    necessary   corporate
          authority,  and  it   has  obtained  all  required
          consents, to  enter into  this  Agreement and  the
          Related Agreements, and that such  entry shall not
          constitute   a  breach   of  any   other  material
          agreement to which MW is a party or may be bound;

               (iii) MW has obtained all necessary consents,
          authorizations,  orders or  approvals, if  any, of
          any   governmental   authority  or   other  person
          required on  the part of MW for the performance by
          MW  or its  agents of  its obligations  under this
          Agreement and the Related Agreements;

               (iv) MW  possesses  all material  permits and
          licenses, if any, necessary  to the performance of

                            -18-<PAGE>



<PAGE>

          its  obligations  under  this  Agreement  and  the
          Related Agreements;

               (v)  No member of the MW Group is subject to,
          or  obligated  under, any  provision of  (i) their
          respective articles of  incorporation or  by-laws,
          (ii) any agreement, arrangement  or understanding,
          including, without limitation, the HSN Agreements,
          (iii) any  license, franchise or  permit, or  (iv)
          any  law, regulation,  order, judgment  or decree;
          that would be breached  or violated, or in respect
          of which a right of termination or acceleration or
          any encumbrances on any of their respective assets
          would  be created, by  the execution, delivery and
          performance  of  this  Agreement  and  the Related
          Agreements by MW;

               (vi) neither  the  execution and  delivery of
          this Agreement or the Related Agreements by MW and
          VVI, nor  their performance thereof  in accordance
          with the terms thereof, will result in a violation
          of  any  applicable   law,  regulations,   orders,
          rulings or agreements which violation would have a
          material adverse effect on either MW or VVI;

               (vii) MW is the user  and owner of the entire
          right, title and interest in  and to the Marks  in
          the United  States  subject to  any licenses  that
          have previously been granted;

               (viii)   MW   has   no   knowledge   of   any
          infringement  in the  United States of  the rights
          granted  under  the  Restated Servicemark  License
          Agreement by any third party; and

               (ix) MW  has not  granted any  rights to  any
          third party that conflict with the rights  granted
          under the Restated Servicemark License Agreement.

          (b)  VVI makes the  following representations  and
     warranties to MW:

               (i)  VVI  is  a  corporation duly  organized,
          existing and  in good  standing under the  laws of
          the State of Minnesota;

               (ii) VVI   has    all   necessary   corporate
          authority, and has obtained all required consents,
          to  enter  into  this  Agreement  and the  Related
          Agreements   and  that   such   entry  shall   not
          constitute  the  breach  of  any   other  material
          agreement to which VVI is a party or may be bound;

                            -19-<PAGE>



<PAGE>

               (iii)   VVI   has   obtained  all   necessary
          consents, authorizations, orders or  approvals, if
          any, of any governmental authority or other person
          required on the part of VVI for the performance by
          VVI or  its agents  of its obligations  under this
          Agreement and the Related Agreements;

               (iv) VVI possesses all  material permits  and
          licenses, if any, necessary to the performance  of
          its  obligations  under  this  Agreement  and  the
          Related Agreements; and

               (v)  VVI  is not  subject  to,  or  obligated
          under,  any  provision  of  (i)  its  articles  of
          incorporation  or  by-laws,  (ii)  any  agreement,
          arrangement or understanding,  (iii) any  license,
          franchise or permit, or  (iv) any law, regulation,
          order,  judgment or decree; that would be breached
          or  violated, or  in respect of  which a  right of
          termination or acceleration or any encumbrances on
          any  of  its  assets  would  be  created,  by  the
          execution and  delivery of this Agreement  and the
          Related Agreements  by VVI or  the performance  of
          this Agreement or the Related Agreements.

          (c)  The  representations  and  warranties of  the
     parties  made  in this  Section  17  shall survive  the
     execution  of  this  Agreement  for  an eighteen  month
     period.

     18.  Other  Obligations of  the Parties.   The  parties
make the following affirmative covenants to each other:

          (a)  MW makes the following  affirmative covenants
     to VVI:

               (i) MW  will comply in  all material respects
          with  all applicable  laws  and regulations  which
          affect  the performance in any material respect of
          MW's  obligations under  this  Agreement  and  the
          Related Agreements.

               (ii) MW  shall not  grant any  rights to  any
          third party that conflict with the rights  granted
          under the Restated Servicemark License Agreement.

          (b)  VVI makes the following affirmative covenants
     to MW:

               (i)  VVI will comply in all material respects
          with all  applicable  laws and  regulations  which
          affect the performance in  any material respect of

                            -20-<PAGE>



<PAGE>

          VVI's  obligations  under this  Agreement  and the
          Related Agreements; provided,  however, that  this
          covenant shall not be deemed  to apply to laws and
          regulations  with respect  to the legality  of the
          proposed use  of the Card or  the Revolving Charge
          Plan  (as defined  in  the  Receivables  Sale  and
          Purchase   Agreement)   in  accordance   with  the
          Receivables Sale and Purchase Agreement;

               (ii)   not later than ninety  (90) days after
          the  end of  each fiscal  year of  VVI, commencing
          with the fiscal year  ending January 31, 1998, VVI
          shall give to MW a written statement, certified as
          accurate by VVI's chief financial officer, setting
          forth  a detailed  computation  of  gross and  net
          sales of Products  through Catalog Activities  for
          the  preceding fiscal  year.   MW  shall have  the
          right, exercisable upon  reasonable prior  notice,
          to  inspect  and  copy  VVI's  books  and  records
          relating to the foregoing computations.

     19.  Term.     Unless  sooner  terminated  pursuant  to
paragraph  22 hereof, the term of  this Amended and Restated
Operating Agreement  shall commence  on the date  hereof and
end on July 31, 2008.

     20.  Events of Default.  

          (a)  The  occurrence  of   any  of  the  following
     circumstances shall be an Event of Default by MW:

               (i)  MW  or any  member of  the MW  Group, as
          applicable, shall be  in material  default of  its
          material obligations under  this Agreement or  the
          Related  Agreements,  and  such  material  default
          shall  not have  been cured  within 90  days after
          notice thereof is given by VVI to MW; or

               (ii)   any   of   MW's  representations   and
          warranties contained herein shall have been untrue
          in a material respect when made.

          (b)  It  shall be an Event  of Default by VVI upon
     the occurrence of any of the following circumstances:

               (i)  VVI  shall be in material default of its
          material obligations  under this Agreement  or the
          Related Agreements and such material default shall
          not have  been cured within 90  days after written
          notice thereof is given by MW to VVI; or 



                            -21-<PAGE>



<PAGE>

               (ii) any   of   VVI's   representations   and
          warranties contained herein shall have been untrue
          in a material respect when made. 

     21.  Termination Rights.   The parties  shall have  the
following rights  to terminate  this Agreement, or  portions
thereof,  prior to the expiration  of the term  set forth in
Section 19:

          (a)  MW shall  have the  right to  terminate those
     provisions of this Agreement and the Related Agreements
     which  permit  VVI  to  engage  in  Catalog  Activities
     through  the use  of the  Marks and  /or the  Card, and
     which preclude  the MW  Group from engaging  in Catalog
     Activities,  if the net sales of VVI and its Affiliates
     from Catalog Activities for any two consecutive  fiscal
     years (commencing February 1,  1997) through the use of
     the Marks and/or the offering of the Card shall be less
     than  $40,000,000 per  year.  For  the purposes  of the
     preceding sentence:

               (i)   net sales shall mean  gross sales, less
          returns,  allowances and  discounts and  shall not
          include Taxes; and 

               (ii)      the   foregoing  right   shall   be
          exercisable during a 90  day period commencing  on
          the date which  is 90  days after the  end of  the
          second such calendar year.  If the foregoing right
          is not  so exercised,  the first of  such calendar
          years  shall  be  ignored   for  the  purposes  of
          determining  whether MW shall again have the right
          to terminate said provisions  in the event the net
          sales  of VVI  and  its  Affiliates  from  Catalog
          Activities through the use of the Marks and/or the
          Card  for  the current  year  shall  be less  than
          $40,000,000; 

          (b)   MW shall have  the right to  terminate those
     portions of this Agreement which  pertain to Television
     Home  Shopping   if  VVI  shall  cease   to  engage  in
     Television  Home Shopping, or  in substantially similar
     Product  merchandising-focused  television programming.
     Termination  pursuant  this   Section  21(b)  shall  be
     effective on the date such notice is given;

          (c)  VVI  may terminate  this  Agreement upon  the
     occurrence of any of the following events:

               (i)  if during any month, MW  fails to pay to
          VVI or to Cable Systems (where such failure to pay
          Cable Systems results in VVI being required to pay

                            -22-<PAGE>


<PAGE>


          an additional  amount to the Cable  System, and MW
          has not reimbursed VVI for such additional amount)
          a minimum  of 75%  of the aggregate  dollar amount
          required  to  be  paid  by MW  during  said  month
          pursuant    to    all   outstanding    Advertising
          Commitments, other  than by reason of  a breach or
          default by such Cable  System, and such failure is
          not  cured  by MW  within  60  days after  written
          notice thereof is given to MW by VVI, then VVI may
          terminate this Agreement upon written notice to MW
          given  at  any  time  during  the  30  day  period
          immediately  following the  expiration of  such 60
          day cure period;

               (ii) a petition shall  be filed by or against
          MW under any chapter  of the Bankruptcy Code (and,
          if filed  against MW,  such petition shall  not be
          dismissed within sixty days thereafter),  MW shall
          make an assignment for the benefit of creditors or
          a composition  with creditors,  MW shall admit  in
          writing  its inability  to pay  its debts  as they
          become due,  or a receiver shall  be appointed for
          MW or any of its material assets; or

               (iii) an Event of  Default with respect to MW
          shall occur and be continuing. 

     Termination   pursuant  to  any  subparagraph  of  this
     Section  21(c)  shall be  effective  on  the date  such
     notice is given;

          (d)  MW  may  terminate  this Agreement  upon  the
     occurrence of any of the following events:

               (i) a  petition shall be filed  by or against
          VVI under any chapter of the Bankruptcy Code (and,
          if filed  against VVI, such petition  shall not be
          dismissed within sixty days thereafter), VVI shall
          make an assignment for the benefit of creditors or
          a composition with  creditors, VVI shall admit  in
          writing  its inability  to pay  its debts  as they
          become due,  or a receiver shall  be appointed for
          VVI or any of its material assets; or 

               (ii) an Event of Default  with respect to VVI
          shall occur and be continuing.

     Termination  pursuant  to  any  subparagraph   of  this
     Section 21(c) shall be effective 60 days after the date
     on which such notice is given.



                            -23-<PAGE>



<PAGE>

Termination of this Agreement  shall operate as a concurrent
termination of the Related Agreements.

     22.  Effects  of Termination.  Neither party shall have
any liability to  the other  party solely by  reason of  the
termination of this Agreement  in accordance with  paragraph
21, other  than  by  reason of  an  Event of  Default.    No
termination  of this  Agreement  or  the Related  Agreements
shall affect any obligation of a party  under such documents
which  arose  prior  to   termination,  except  as  provided
therein,  or any obligations of VVI or MW under Section 3.1,
3.2 and 3.5  of the Receivables Sale  and Purchase Agreement
in respect of credit  authorizations or Credit Sales arising
prior  to termination, and  Customer Credits and chargebacks
relating  to such  credit  authorizations  or Credit  Sales.
Notwithstanding any other provision of this Agreement to the
contrary, the termination of  this Agreement shall terminate
each  party's obligations  hereunder, with the  exception of
obligations under paragraphs 10,  16, 17, 19(b)(ii), 23, 24,
25,   26,  27  and  28,  all  of  which  shall  survive  any
termination of this  Agreement for the periods  (if any) set
forth  therein  and, in  the  absence of  a  stated survival
period, indefinitely.

     23.  VVI Indemnification Covenants.  

          (a)  VVI shall indemnify, defend and hold harmless
     the MW Group, and their respective officers, directors,
     employees,  agents,   representatives,  successors  and
     assigns  (collectively,  "MW  Indemnitees")   from  and
     against  all liability,  demands,  claims,  actions  or
     causes   of   action,   assessments,   losses,   fines,
     penalties,  costs,  damages  and  expenses,  including,
     without limitation, reasonable  fees and  disbursements
     of  counsel   and  witness  fees,   (collectively,  "MW
     Claims") which are sustained or incurred by such Person
     as a result of, or arising out of or by virtue of:

               (i)  the  failure of  VVI  to  comply in  all
          material respects with, or the  material breach by
          VVI of any representation or warranty of VVI or of
          any of the material covenants of this Agreement or
          the  Related Agreements  to  be  performed by  VVI
          (including,  without  limitation,  this  paragraph
          23);

               (ii) product liability claims relating to any
          Product  purchased by  a viewer  or  customer from
          VVI, other than Products  sold by MW to  VVI which
          were  defective  or  dangerous   at  the  time  of
          delivery  to  VVI or,  if  the  Product was  drop-


                            -24-<PAGE>


<PAGE>


          shipped directly  to the customer by  MW, delivery
          to the customer;

               (iii)  material  dilution, disparagement,  or
          loss of good will to any of the  Marks as a result
          of  VVI's   material   breach  of   the   Restated
          Servicemark License Agreement; or

               (iv) VVI's failure to comply in all  material
          respects  with all applicable laws and regulations
          materially affecting the performance by VVI of its
          obligations  under this Agreement  and the Related
          Agreements; provided, however, that this paragraph
          (iv)   shall  not  apply   with  respect   to  the
          Receivables Sale  and  Purchase Agreement  to  the
          extent it  would, but  for this proviso,  apply to
          the legality  of the proposed  use of the  Card or
          the Revolving  Charge  Plan  (as  defined  in  the
          Receivables  Sale  and   Purchase  Agreement)   in
          accordance with the  Restated Receivables Sale and
          Purchase Agreement. 

          (b)  Notwithstanding anything in this Agreement to
     the contrary, VVI  shall be liable to indemnify  the MW
     Indemnitees only  if the aggregate amount  of MW Claims
     exceeds $100,000,  in which event MW  shall be entitled
     to indemnification for all MW Claims.  

          (c)  The  indemnification  covenants  provided  in
     this paragraph 23 shall survive the termination of this
     Agreement until two years after the termination hereof,
     except  with  respect to  claims  made by  governmental
     entities or other third  parties, with respect to which
     the  indemnification covenants shall survive until four
     years    after   the    termination   hereof.       Any
     indemnification  claim  which  is  asserted  by  an  MW
     Indemnitee  during the applicable survival period shall
     survive until the final disposition thereof.

     24.  MW Indemnification Covenants.  

          (a)  MW shall indemnify, defend and  hold harmless
     VVI,  its  Affiliates, and  their  respective officers,
     directors,    employees,    agents,    representatives,
     successors    and     assigns    (collectively,    "VVI
     Indemnitees")  from and against all liability, demands,
     claims,  actions  or  causes  of  action,  assessments,
     losses, fines, penalties, costs, damages  and expenses,
     including, without limitation,  fees and  disbursements
     of  counsel  and   witness  fees,  (collectively,  "VVI
     Claims") which  are sustained  or incurred by  any such


                            -25-<PAGE>



<PAGE>

     Person as a  result of, or arising out  of or by virtue
     of:

               (i)  the  failure  of  MW to  comply  in  all
          material respects with, or the  material breach by
          MW  of any representation or warranty of MW or any
          of the material covenants of this Agreement or the
          Related   Agreements  to   be   performed  by   MW
          (including,  without  limitation,  this  paragraph
          24);

               (ii) any challenge to  the validity of any of
          the Marks in  the United  States or  right to  the
          limited license of any of the Marks, or  any claim
          that  any  of the  Marks  infringe  in the  United
          States on the rights of a third party, as a result
          of any authorized use  by VVI of any of  the Marks
          pursuant  to  the  Restated   Servicemark  License
          Agreement;

               (iii)  product  liability claims  relating to
          any  Products  sold  by  VVI  to  its  viewers  or
          customers which  were sold by  MW to VVI  and were
          defective or dangerous at  the time of delivery to
          VVI,  or, if the Product was drop-shipped directly
          to the customer by MW, delivery to the customer; 

               (iv)  MW's failure to  comply in all material
          respects with all  applicable laws and regulations
          materially affecting the performance by MW of  its
          obligations  under this  Agreement or  the Related
          Agreements,  including,  without  limitation,  any
          failure  of  the Card  or  transactions  under the
          Receivables  Sale and Purchase Agreement to comply
          with  all  applicable  laws, regulations,  orders,
          rulings or  agreements if used in  compliance with
          the Receivables Sale and Purchase Agreement.

          (b)  Notwithstanding anything in this Agreement to
     the contrary, MW shall be liable  to indemnify VVI only
     if the aggregate amount of VVI Claims exceeds $100,000,
     in which event VVI shall be entitled to indemnification
     for all VVI Claims.  

          (c)  The  indemnification  covenants  provided  in
     this paragraph 24 shall survive the termination of this
     Agreement until two years after the termination hereof,
     except  with  respect  to claims  made  by governmental
     entities or other third  parties, with respect to which
     the indemnification covenants  shall survive until four
     years    after   the    termination   hereof.       Any
     indemnification  claim  which  is  asserted  by  a  VVI

                            -26-<PAGE>



<PAGE>

     Indemnitee  during the applicable survival period shall
     survive until the final disposition thereof.

     25.  Rights Upon Indemnification.  The rights of the MW
Indemnitees and  the VVI Indemnitees with  respect to claims
asserted by any Person other than the MW Indemnitees and the
VVI Indemnitees shall be governed by the following:

          (a)  For  the purposes  of  this paragraph  25, an
     "Indemnified Party"  shall be  an MW Indemnitee  or VVI
     Indemnitee  (as the  case may  be), who is  entitled to
     indemnification pursuant to paragraph  23 or 24, and an
     "Indemnifying Party" shall be either MW  or VVI, to the
     extent  MW   or  VVI   shall  have  an   obligation  of
     indemnification pursuant to paragraph 23 or 24.

          (b)  Promptly  after  receipt  by  an  Indemnified
     Party of notice of the commencement of any action which
     may result  in a claim for  indemnification pursuant to
     either paragraph  23 or 24, the  Indemnified Party will
     notify   the  Indemnifying   Party  thereof   within  a
     reasonable time  thereafter.  The failure  so to notify
     any  Indemnifying  Party will  not  relieve  it of  any
     liability  for  indemnification  hereunder  as  to  the
     particular item for  which indemnification may  then be
     sought except  to the extent  that the failure  to give
     notice shall  have been prejudicial to the Indemnifying
     Party.

          (c)  An Indemnified Party shall have the right (i)
     to employ separate  counsel in any  action as to  which
     indemnification shall be  sought under paragraph  23 or
     24  of this Agreement and to participate in the defense
     thereof,  but the  fees  and expenses  of such  counsel
     shall  be  at the  expense  of  such Indemnified  Party
     unless (x) the Indemnifying Party has agreed in writing
     to  pay such  fees and  expenses, (y)  the Indemnifying
     Party  has failed  to  assume the  defense thereof  and
     employ counsel within a reasonable period of time after
     being  given  the  notice  required  above,  and  as  a
     consequence thereof, the Indemnified Party has employed
     separate  counsel to  protect  its rights,  or (z)  the
     named  parties  to  any   such  action  (including  any
     impleaded parties) include  both such Indemnified Party
     and the  Indemnifying Party and such  Indemnified Party
     shall  have reasonably concluded that representation of
     the Indemnified Party and the Indemnifying Party by the
     same  counsel would  be inappropriate  under applicable
     standards of professional conduct (whether or  not such
     representation by  the same counsel has  been proposed)
     due to  actual or reasonably  anticipated conflicts  of
     interest   between  the   Indemnified  Party   and  the

                            -27-<PAGE>


<PAGE>


     Indemnifying  Party in  the conduct  of the  defense of
     such action (in which case the Indemnifying Party shall
     not have the right  to direct the defense on  behalf of
     the Indemnified  Party).   It  is understood,  however,
     that the Indemnifying  Party shall, in connection  with
     any  one such  action  or  separate  but  substantially
     similar or  related  actions in  the same  jurisdiction
     arising  out   of  the  same  general   allegations  or
     circumstances, be  liable for the  reasonable fees  and
     expenses  of only  one separate  firm of  attorneys (in
     addition to any local counsel) at any time for all such
     Indemnified   Parties   having  actual   or  reasonably
     anticipated conflicts of interest with the Indemnifying
     Party.

          (d)  In any  case in which  the Indemnifying Party
     has assumed the defense  of the claim or has  agreed to
     pay  the   fees  and   expenses  of  counsel   for  the
     Indemnified Party, the Indemnifying Party  shall not be
     liable for  any settlement  of such action  effected by
     the  Indemnified Party without  the written  consent of
     the  Indemnifying  Party,   which  consent  shall   not
     unreasonably   be  withheld.      No  failure   of   an
     Indemnifying  Party to assume the defense of a claim or
     agree to pay the  fees and expenses of counsel  for the
     Indemnified Party shall  relieve the Indemnifying Party
     of any obligation of  indemnification which such  party
     shall have under Section 23 or 24 hereof.

          (e)  The indemnification provided in paragraphs 23
     and 24 is for the benefit of the MW Indemnitees and the
     VVI Indemnitees only, and shall not be deemed to create
     any  right  (to indemnification  or otherwise)  for any
     other Person.

     26.  Non-Solicitation.    For  a period  of  two  years
following termination  of this Agreement for  any reason, no
member  of   the  MW  Group  shall  employ  or  solicit  the
employment of any  officers, executive employees,  or on-air
hosts of VVI, or any of the other persons named in Exhibit A
to that  certain confidentiality  letter, dated December  4,
1994 (or persons performing similar functions).

     27.   Prevailing Party.   If the  parties hereto become
parties  to  any litigation,  commenced  by  or against  one
another involving the enforcement  of any rights or remedies
under this  Agreement or any  of the Related  Agreements, or
arising on  account of a default  of the other party  in its
performance  of such  party's obligations  under any  of the
foregoing, the prevailing party  in such litigation shall be
entitled  to reimbursement  of all  of its  reasonable legal
fees, costs,  and expenses incurred in  connection with such

                            -28-<PAGE>


<PAGE>


litigation,  (including allocated costs of internal counsel)
and interest accrued thereon  from the date of judgment,  at
the maximum rate permitted by law.  

     28.  Relationship.    This  Agreement and  the  Related
Agreements  are  not  and  shall  not  be  construed  as  an
agreement of  lease,  partnership, agency  or employment  of
(x) VVI or  of any  of VVI's employees  or agents by  MW, or
(y) MW  or any  of MW's  employees or  agents by  VVI.   The
parties  acknowledge   and  agree   that  the   parties  are
independent  contractors  whose operations  are independent,
separate  and apart from that  of the other.   Neither shall
order any  merchandise, incur  any indebtedness, enter  into
any undertaking or make any commitment in the  other party's
name or purporting to be on the other party's behalf, except
with  the other  party's  prior written  approval.   Neither
party  will represent, suggest or indicate in any way to any
of  its customers, suppliers, printers, service companies or
other business entities  that it  is financially  affiliated
with, backed, supported, maintained or assisted by the other
in  any manner, except as  may be required  to implement the
terms of this  Agreement and  with the  other party's  prior
written approval.

     29.  Publicity.  VVI and MW will jointly be responsible
for  initiating  news  releases  and  related  announcements
concerning  this  Agreement  and  the   Related  Agreements.
Disclosures required  by  applicable law  or regulation  for
either VVI or MW will be exempt from prior approval but will
be provided in advance to the other party.

     30.  Additional Actions  and Documents.    Each of  the
parties  hereto agrees  to take  or cause  to be  taken such
further actions, to execute,  acknowledge, deliver and  file
or cause  to be executed, acknowledged,  delivered and filed
such  further  documents and  instruments,  and  to use  all
reasonable  efforts  to  obtain  such consents,  as  may  be
necessary or  as may  be reasonably  requested  in order  to
fully effectuate the purposes,  terms and conditions of this
Agreement and the Related Agreements.

     31.  Notices.  All notices, demands, requests  or other
communications  which may  be or  are required  to  be given
pursuant to this Agreement or  any of the Related Agreements
shall  be  in writing  and  shall  be personally  delivered,
mailed  by first-class,registered or certified mail, postage
prepaid, or sent  by electronic  or facsimile  transmission,
addressed as follows:

               If to VVI:

                    ValueVision International, Inc.

                            -29-<PAGE>


<PAGE>


                    6740 Shady Oak Road
                    Minneapolis, Minnesota  55344
                    Attention:  Chief Executive Officer

               with a copy to:

                    Maslon,  Edelman,  Borman  &   Brand,  a
                    professional      limited      liability
                    partnership
                    3300 Norwest Center
                    90 South Seventh Street
                    Minneapolis, Minnesota  55402-4140
                    Attention:  William M. Mower

               If to MW:

                    Montgomery Ward & Co., Incorporated
                    619 West Chicago Avenue
                    Chicago, Illinois  60671
                    Attention: General Counsel

               with a copy to:

                    Altheimer & Gray
                    Suite 4000
                    10 South Wacker Drive 
                    Chicago, Illinois  60606 
                    Attention: Myron Lieberman

Each  party may designate by notice in writing a new address
to which  any notice,  demand, request or  communication may
thereafter be  so  given,  served  or sent.    Each  notice,
demand, request or  communication which shall be  delivered,
mailed or transmitted in the manner described above shall be
deemed sufficiently given, served,  sent or received for all
purposes at such time as it is delivered to the addressee or
at  such time as delivery  is refused by  the addressee upon
presentation.

     32.  Severability.  Whenever  possible, each  provision
of  this  Agreement  and  the Related  Agreements  shall  be
interpreted  in such a manner  as to be  effective and valid
under applicable law, but  if one or more of  the provisions
of any  of such documents are  subsequently declared invalid
or unenforceable, such invalidity or  unenforceability shall
not  in any way affect the validity or enforceability of the
remaining  provisions  of  such  documents, which  shall  be
applied  and construed  so as  to reflect  substantially the
intent of the parties  and achieve the same  economic effect
as originally intended by the terms  hereof,
unless   those   provisions   which   are   invalidated   or
unenforceable  are material  to  the  performance of  either

                            -30-<PAGE>



<PAGE>

party's   affirmative  or  negative  obligations  under  the
relevant agreement, in which  case the entire such agreement
shall be terminable, at the option of the party whose rights
thereunder  have been  adversely affected  thereby, provided
that  such party must exercise its  option to terminate such
agreement  within ninety  (90)  days following  the date  on
which  such  provision  is  declared  or  determined  to  be
invalid, voidable or unenforceable  and the other party must
be  given sixty  (60)  days in  which to  agree  to a  valid
modification  of  such agreement  which  would substantially
eliminate such adverse effects.  

     33.  Force Majeure.  No  party shall be liable  for any
failure  of or delay in the performance of this Agreement or
the Related Agreements  for the period that such  failure or
delay is due to acts  of God, public enemy, war, strikes  or
labor  disputes,  or any  other  cause  beyond the  parties'
reasonable   control,  it  being  understood  that  lack  of
financial resources is  not to  be deemed a  cause beyond  a
party's control.   If the  delay or failure  caused by  such
force majeure condition shall  continue for more than ninety
(90)  days, the party which  did not suffer  the event shall
have the  right, in its  sole discretion, to  terminate this
Agreement,  by  giving notice  to  the  other  party of  its
election to terminate.   Each party  shall notify the  other
party promptly of the occurrence of any such cause and carry
out this  Agreement  or any  of  the Related  Agreements  as
promptly as  practicable  after such  cause  is  terminated;
provided,  however, that  the  existence of  any such  cause
shall not extend the term of any agreement.

     34.  Waivers.   Neither the waiver by  any party hereto
of a breach of or  a default under any of the  provisions of
this Agreement  or any  of the  Related Agreements, nor  the
failure  of any party hereto,  on one or  more occasions, to
enforce any of the provisions of any of said documents or to
exercise  any right,  remedy  or privilege  hereunder  shall
thereafter be  construed as a waiver of any such provisions,
rights, remedies or privileges hereunder.  Any of the terms,
covenants, representations, warranties, or conditions hereof
and  thereof may  be  waived only  by  a written  instrument
executed by the party waiving compliance.

     35.  Exercise of  Rights.  No  failure or delay  on the
part of any party  hereto in exercising any right,  power or
privilege  under  this  Agreement  or  any  of  the  Related
Agreements,  and no  course of  dealing between  the parties
hereto  shall operate  as a  waiver thereof,  nor shall  any
single or partial exercise of any  right, power or privilege
under any  of such documents  preclude any other  or further
exercise thereof or  the exercise of any other  right, power
or privilege.  

                            -31-<PAGE>


<PAGE>


     36.  Binding Effect.  Subject  to the provisions hereof
and thereof  restricting assignment, this  Agreement and the
Related Agreements shall be binding  upon and shall inure to
the benefit  of the parties and  their respective successors
and permitted assigns.

     37.  Entire Agreement.  This Agreement and  the Related
Agreements contain the entire  agreement between the parties
hereto  with respect  to  the matters  contained herein  and
therein, and supersede all prior oral or written agreements,
commitments  or understandings  with respect to  the matters
provided for herein.

     38.  Pronouns.  All pronouns and any variations thereof
used in this  Agreement and the Related Agreements  shall be
deemed to refer to the masculine, feminine, neuter, singular
or plural, as the identity of the Person or the  context may
require.

     39.  Headings.    Section  headings contained  in  this
Agreement  and  the  Related  Agreements  are  inserted  for
convenience of reference only,  shall not be deemed to  be a
part of such Agreement for any purpose, and shall not in any
way define or  affect the meaning, construction or  scope of
any of the provisions hereof.

     40.  Governing  Law.   This Agreement  and  the Related
Agreements, the rights and obligations of the parties hereto
and  thereto, and  any  claim or  disputes  relating to  any
thereof, shall  be governed  by and construed  in accordance
with the internal  laws of  the State  of Illinois,  without
giving  effect  to  the  principles  of  conflicts  of  laws
thereof.  

     41.  Execution   in   Counterparts.     To   facilitate
execution,  this Agreement  and the  Related Agreements  may
each be executed in as many counterparts as may be required,
and it shall not be necessary that the  signatures of, or on
behalf of, each party, or that the signatures of all Persons
required to bind any party, appear  on each counterpart; but
it shall be sufficient  that the signature of, or  on behalf
of,  each  party, or  that  the  signatures  of the  Persons
required to bind  any party, appear  on one  or more of  the
counterparts.      All   counterparts   shall   collectively
constitute a single agreement.  It shall not be necessary in
making  proof  of  this  Agreement  or  any  of  the Related
Agreements to produce or account for more than the number of
counterparts containing  the respective signatures of, or on
behalf of, all of the parties hereto.

     42.  Assignment.   Neither party may  assign its rights
under  this  Agreement  or  any of  the  Related  Agreements

                            -32-<PAGE>



<PAGE>

without the consent of the other party, which consent may be
granted  or withheld  in the  sole discretion of  such other
party.   No permitted assignment shall  relieve the assignor
of  its obligations (which shall be primary and which may be
discharged in whole or  in part by the assignee)  under this
Agreement  or the  Related  Agreements.    Any  unauthorized
assignment and any assignment  made in contravention of this
Section 42 shall be null and void.

     43.  Time.  Time is to be considered of the essence for
the purposes of this Agreement and the Related Agreements.

     44.  Amendments and Modification.   This Agreement  and
the  Related Agreements may only be amended or modified by a
subsequent written agreement by the parties hereto.

     45.  Construction.    This  Agreement and  the  Related
Agreements shall not be  construed more strictly against one
party  than against the other  merely by virtue  of the fact
that  such  document may  have  been  prepared primarily  by
counsel for  one of  the parties,  it being  recognized that
both parties have  contributed substantially and  materially
to the preparation of such documents.

     46.  Restructuring of MW Group.  As of the date hereof,
the  MW  Group  is  exploring  various  potential  strategic
options and restructurings, including without limitation the
potential sale of equity in MW to an investor and  an entire
or partial disposition of  Signature, such as by means  of a
spin-off   or  an   initial   public  offering   (any   such
transactions being referred to herein as a "Restructuring").
Provided  that as a result of any such Restructuring, MW (or
any  successor  thereof in  the Restructuring)  shall remain
obligated  to  perform all  of  its  obligations under  this
Agreement and the Related  Agreements, and Signature (or any
successor   thereof  in  the   Restructuring)  shall  become
obligated  to  perform all  of  its  obligations under  this
Agreement  and  the  Related   Agreements,  VVI  (i)  hereby
consents to  the Restructuring,  and (ii) agrees  to execute
such amendments to  this Agreement as  counsel for MW  shall
deem  to be  reasonably  necessary in  order to  reflect the
effects  of  the Restructuring  on  this  Agreement and  the
Related   Agreements,   including  without   limitation  the
possibility that Signature could cease to be an Affiliate of
MW by virtue of the Restructuring.








                            -33-<PAGE>



<PAGE>

     IN WITNESS  WHEREOF, the  parties hereto  have executed
this Agreement  effective as  of the  date  first set  forth
above.


MONTGOMERY WARD &                  VALUEVISION
INTERNATIONAL, INC.
  CO., INCORPORATED



BY: /s/ JOHN L. WORKMAN            BY: /s/ ROBERT L. JOHANDER

TITLE: Executive Vice President    TITLE: Chief Executive Officer


Robert  L. Johander and  Nicholas M. Jaksich  hereby join in
the foregoing Agreement for the sole purpose of agreeing  to
be bound by clause (ii) of paragraph 11 thereof.


/s/ ROBERT L. JOHANDER             /s/ NICHOLAS M. JAKSICH
    Robert L. Johander                 Nicholas M. Jaksich





























                            -34-<PAGE>

<PAGE>
 





               SECOND AMENDED AND RESTATED WARRANT AGREEMENT


         Warrant Agreement dated as of this 28th day of September, 1996,
   by and among ValueVision International, Inc., a Minnesota corporation
   (the "Company"), Montgomery Ward & Co., Incorporated, an Illinois
   corporation ("MW"), Montgomery Ward Direct, L.P., a Delaware limited
   partnership ("MWD")and Merchant Partners, Limited Partnership, a
   Delaware limited partnership ( MPLP ).

                              R E C I T A L S

         A.    Pursuant to a Securities Purchase Agreement dated as of
   March 13, 1995 by and between the Company and MW, the Company agreed
   to issue and sell, and MW agreed to purchase, Existing Warrants (as
   herein defined) to purchase an aggregate of 25,000,000 shares of the
   Common Stock of the Company, subject to adjustment, under the terms
   and subject to the conditions set forth therein.  The Existing
   Warrants are governed by the terms of a certain Warrant Agreement,
   dated August 8, 1995, between MW and VVI (the  Original Warrant
   Agreement ).

         B.    Pursuant to a certain Restructuring Agreement, dated July
   27, 1996, between the Company and MW (the "Restructuring Agreement"),
   the Company and MW agreed to exchange the Series C-O Warrants, to
   amend and restate that certain Operating Agreement and that certain
   Servicemark License Agreement, and to amend that certain Credit Card
   Receivables Sale and Purchase Agreement, all dated as of March 13,
   1995, and to amend and restate that certain Registration Rights
   Agreement, dated August 8, 1995 and this Agreement, all in
   consideration of the issuance by VVI of  new Series P Warrants to
   purchase an aggregate of 1,484,462 shares of Common Stock (the
   "Exchange Warrants").
    
         D.    Pursuant to an Asset Purchase Agreement, dated as of July
   27, 1996, between the Company s subsidiary, ValueVision Direct
   Marketing Company, Inc.,  and MWD (the "Asset Purchase Agreement"),
   ValueVision Direct Marketing Company, Inc. delivered to MWD, as
   consideration for the sale of all of MWD's assets, Series P warrants
   to purchase an aggregate of 1,484,993 shares of Common Stock (the
   "MWD Warrants").  MWD subsequently transferred all of its right title
   and interest in and to the MWD Warrants to MW.  In addition, MW
   transferred certain of its Series P Warrants to MPLP.

         E.  Pursuant to an Exchange Agreement dated September ___,
   1996, (the  Exchange Agreement )VVI and MW have agreed to exchange
   the Vested Warrants for additional Series P Warrants to purchase an
   aggregate of 2,200,000 shares of Common Stock (the  Replacement
   Warrants )and to amend this Agreement and the Amended and Restated
   Registration Rights.

         F.  MPLP desires to become a party to this Agreement and MW,
   MWD, MPLP and VVI desire to amend and restate the Amended and
   Restated Warrant Agreement to set forth the terms under which the New<PAGE>



<PAGE>

   Warrants may be exercised.  


                           A G R E E M E N T S 

         NOW, THEREFORE, in consideration of the premises set forth
   herein and other good and valuable consideration, the receipt and
   sufficiency of which are hereby acknowledged, the Company, MW MPLP
   and MWD agree that the Original Warrant Agreement shall be amended
   and restated to read as follows:

         A.    Definition of Terms.  As used in this Warrant Agreement,
   the following capitalized terms shall have the following respective
   meanings:

               (a)   Asset Purchase Agreement:  "Asset Purchase
         Agreement" has the meaning assigned thereto in the Recitals.

               (b)   Business Day:  A day other than a Saturday, Sunday
         or other day on which banks in the State of Minnesota are
         authorized by law to remain closed.

               (c)   Common Stock:  Common stock, $.01 par value per
         share, of the Company.

               (d)   Common Stock Equivalents:  Securities that are
         convertible into or exercisable for Common Stock.

               (e)   Company:  "Company" has the meaning assigned
   thereto in the Preamble.

               (f)   Conversion Ratio:  The number of Warrant Shares of
         Common Stock issuable upon the exercise of a Warrant, which
         shall initially be 1, subject to adjustment from time to time
         pursuant to Section 6.1.

               (g)   Exchange Act:  The Securities Exchange Act of 1934,
         as amended.

               (h)   Exchange Agreement:  "Exchange Agreement" has the
         meaning assigned thereto in the Recitals.

               (i)  Exchange Warrants:  "Exchange Warrants" has the
         meaning assigned thereto in Recital B.

               (j)   Exercise Price Per Share:  The "Exercise Price Per
         Share" shall mean in the case of New Warrants, the exercise
         price payable for each Warrant Share upon exercise of a New
         Warrant, which shall initially be set at $.01 per share,
         subject to adjustment from time to time pursuant to Section
         6.1.

               (k)   Existing Warrants:  Warrants issued pursuant to the
         Securities Purchase Agreement and the Warrant Agreement. <PAGE>



<PAGE>

               (l)   Expiration Date:  August 8, 2003, or if such day is
         not a Business Day, the next succeeding day which is a Business
         Day.

               (m)   HSR Act:  "HSR Act" has the meaning assigned
   thereto in Section 5.9.

               (n)   Market Price:  The Market Price per share of Common
         Stock at any date shall be deemed to be the average of the
         daily closing prices for the 20 consecutive trading days ending
         on such date.  The closing price for each day shall be the last
         sale price of the Common Stock, or in case no such reported
         sales take place on such day, the average of the last reported
         bid and asked prices of the Common Stock, in either case on the
         principal national securities exchange on which the Common
         Stock is admitted to trading or listed, or if not listed or
         admitted to trading on any such exchange, as reported by
         NASDAQ, or other similar organization if NASDAQ is no longer
         reporting such information, or if not so available, the fair
         market price of the Common Stock as determined in good faith by
         the Board of Directors.

               (o)   MPLP:  "MPLP" has the meaning assigned thereto in
   Section 13.

               (p)   MW:  "MW" has the meaning assigned thereto in the
   Preamble.

               (q)   MWD:  "MWD" has the meaning assigned thereto in the
   Preamble.

               (r)   MWD Warrants:  "MWD Warrants has the meaning
   assigned thereto in Recital E.

               (s)   MW Group:  "MW Group" has the meaning assigned
         thereto in that certain Amended and Restated Operating
         Agreement by and between MW and the Company of even date
         herewith.

               (t)   NASD:  National Association of Securities Dealers,
         Inc. and NASDAQ:  NASD Automatic Quotation System.

               (u)   New Warrants:  Warrants in the form attached hereto
         as Exhibit A to be issued on the date hereof pursuant to the
         Exchange Agreement, the Restructuring Agreement and the Asset
         Purchase Agreement in exchange for all of the Existing Warrants
         including but not limited to the Series A-B Warrants, and all
         other warrants that may be issued in their place  (together
         evidencing the right to purchase an aggregate of 5,169,455
         shares of Common Stock), subject to adjustment pursuant to
         Section 6 hereof.  The New Warrants include the Exchange
         Warrants, the Replacement Warrants and the MWD Warrants.

               (v)   Original Warrant Agreement:  That certain Warrant<PAGE>


<PAGE>


         Agreement, dated August 8, 1995, between the Company and MW.

               (w)   Replacement Warrants:  Warrants in the form
         attached hereto as Exhibit A to be issued on the date hereof
         pursuant to the Exchange Agreement in exchange for all of the
         Vested Warrants, and all other warrants that may be issued in
         their place, to purchase an aggregate of 2,200,000 shares of
         Common Stock subject to adjustment pursuant to Section 6
         hereof. 

               (x)   Exchange Agreement:  "Exchange Agreement" has the
         meaning assigned thereto in the Recitals.

               (y)   Series A-B Warrants:  "Series A-B Warrants" has the
         meaning assigned thereto in the Recitals.

               (z)   Series C-O Warrants:  "Series C-O Warrants" has the
         meaning assigned thereto in the Recitals.

               (aa)  SEC:  The Securities and Exchange Commission.

               (ab)  Securities Purchase Agreement:  "Securities
         Purchase Agreement" has the meaning assigned thereto in the
         Recitals.

               (ac)  Term:  "Term" has the meaning assigned thereto in
   Section 15.

               (ad)  Warrants: The New Warrants.

               (ae)  Warrant Shares:  "Warrant Shares" has the meaning
         assigned thereto in Section 2.

         B.    Warrant Shares.  Each New Warrant will initially be
   exercisable for one share of Common Stock (a "Warrant Share"),
   subject to adjustment pursuant to Section 6 hereof.

         C.    Vesting. All New Warrants shall be fully vested when
   issued.

         D.    Expiration of Warrants.  All Warrants shall expire at
   5:00 pm Minneapolis, Minnesota time, on the Expiration Date.  All
   Warrants that are not exercised on or prior to the Expiration Date
   shall become void on the Expiration Date, and all rights hereunder
   and under such Warrants shall thereupon cease.

         E.    Exercise of Warrants.  

               1.    Exercise Period.  Any or all Warrants may be
   exercised by the holder thereof at any time and from time to time
   after 9:00 am, Minneapolis, Minnesota time, on the date hereof, and
   before 5:00 pm, Minneapolis, Minnesota time, on the Expiration Date.

               2.    Exercise Procedure.  The Warrant holder may<PAGE>



<PAGE>

   exercise Warrants during any time that such Warrants are exercisable
   in whole or in part, by presentation and surrender of the Warrant
   Certificate to the Company at its principal executive offices, with
   the Subscription Form annexed thereto duly executed and accompanied
   by payment of the full Exercise Price Per Share for each Warrant
   Share to be purchased in immediately available funds by wire transfer
   to a bank designated by the Company from time to time.

               3.    Issuance of Warrant Shares.  Subject to Section
   5.9, upon receipt of the Warrant Certificate with Subscription Form
   duly executed and accompanied by payment of the aggregate Exercise
   Price Per Share for the Warrant Shares for which the Warrant is then
   being exercised, and provided that the holder has made any government
   filings, and has obtained any governmental actions, consents,
   approvals, or waiver, required on the holder's part in order to
   exercise the Warrants, the Company shall cause to be issued
   certificates for the total number of whole shares of Common Stock for
   which the Warrant is being exercised (adjusted to reflect the effect
   of the provisions contained in Section 6 hereof, if any), in such
   denominations as are requested for delivery to the holder, and the
   Company shall thereupon deliver such certificates to the holder.  The
   holder shall be deemed to be the holder of record of the shares of
   Common Stock issuable upon such exercise, notwithstanding that the
   stock transfer books of the Company shall then be closed or that
   certificates representing such shares of Common Stock shall not then
   be actually delivered to the holder.  If at the time a Warrant is
   exercised, a Registration Statement is not in effect to register
   under the Securities Act the Warrant Shares issuable upon exercise of
   such Warrant, the Company may require the holder to make such
   representations, and may place such legends on certificates
   representing the Warrant Shares, as are customary and may be
   reasonably required in the opinion of counsel to the Company to
   permit the Warrant Shares to be issued without such registration.

               4.    Residual Warrants.  In case the Warrant holder
   shall exercise a Warrant with respect to less than all of the Warrant
   Shares that may be purchased under such Warrant, the Company shall
   execute a Warrant in the form of such Warrant for the balance of such
   Warrant Shares and deliver such Warrant to the holder.

               5.    Transfer Taxes.  The Company shall pay any and all
   stock transfer and similar taxes which may be payable in respect of
   the issue of the Warrant or in respect of the issue of any Warrant
   Shares.  

               6.    Reservation of Shares.  The Company hereby agrees
   that at all times while any Warrants are outstanding there shall be
   reserved for issuance and delivery upon exercise of the Warrants such
   number of shares of Common Stock or other shares of capital stock of
   the Company from time to time issuable upon exercise of the Warrants. 
   All such shares shall be duly authorized, and when issued upon such
   exercise, shall be validly issued, fully paid and nonassessable, free
   and clear of all liens, security interests, charges and other
   encumbrances or restrictions on sale and free and clear of all<PAGE>



<PAGE>

   preemptive rights.

               7.    Fractional Shares.  The Company shall not be
   required to issue any fraction of a share of its capital stock in
   connection with the exercise of a Warrant.  The holder of Warrants
   will be required to exercise such number of Warrants so that a whole
   number of shares of Common Stock will be issued, or, at the Company's
   sole option, the Company may (i) pay such holder an amount in cash
   equal to such fraction of a share multiplied by the Market Price of
   one share of Common Stock on the exercise date, or (ii) may issue the
   larger number of whole shares purchasable upon exercise of the
   Warrant, and may require such holder to pay an additional amount
   equal to the exercise price multiplied by the balance of the share.

               8.    Listing.  Prior to the issuance of shares of Common
   Stock upon exercise of a Warrant, the Company shall use its
   reasonable best efforts to secure the listing of such shares of
   Common Stock upon each national securities exchange or automated
   quotation system, if any, upon which shares of Common Stock are then
   listed (subject to official notice of issuance upon exercise of the
   Warrant) and shall maintain, so long as any other shares of Common
   Stock shall be so listed, such listing of all shares of Common Stock
   from time to time issuable upon the exercise of the Warrant; and the
   Company shall so list on each national securities exchange or
   automated quotation system, and shall maintain such listing of, any
   other shares of capital stock of the Company issuable upon the
   exercise of the Warrant if and so long as any shares of the same
   class shall be listed on such national securities exchange or
   automated quotation system.

               9.    Approvals of Regulatory Authorities.  In the event
   any filings with or approvals by any federal or state regulatory
   agency would be required by virtue of the exercise of any of the
   Warrants (including, without limitation, the U.S. Departments of
   Justice and Commerce under the Hart-Scott-Rodino Antitrust
   Improvements Act ("HSR Act") or the Federal Communications Commission
   under the Federal Communications Act), such exercise of such Warrant
   shall be conditional upon (x) expiration or termination of the
   waiting period under the HSR Act, and (y) receipt of any other
   required regulatory approvals, but shall otherwise be unconditional. 
   If this Section 5.9 is applicable, (x) the parties will cooperate
   with each other and make such respective filings and take such other
   respective actions as may be necessary or desirable in order that the
   exercise of any such Warrant shall be in accordance with applicable
   laws, and (y) the Term of this agreement shall be extended, if
   required, during the period in which applications for regulatory
   approvals are pending before regulatory authorities.

      F.    Exercise Price Per Share and Conversion Ratio Adjustments. 
   The Exercise Price Per Share and the Conversion Ratio, and the kind
   of Warrant Shares shall be subject to adjustment from time to time
   upon the occurrence of certain events and at the times as provided
   for in this Section 6. <PAGE>


<PAGE>


            1.    Mechanical Adjustments.  If at any time prior to the
   exercise of any Warrant, the Company shall (i) declare a dividend or
   make a distribution on the Common Stock payable in shares of its
   capital stock (whether shares of Common Stock or of capital stock of
   any other class); (ii) subdivide, reclassify or recapitalize
   outstanding Common Stock into a greater number of shares;
   (iii) combine, reclassify or recapitalize its outstanding Common
   Stock into a smaller number of shares, or (iv) issue any shares of
   its capital stock by reclassification of its Common Stock (including
   any such reclassification in connection with a consolidation or a
   merger in which the Company is the continuing corporation),
   excluding, however, any dividend, distribution, reclassification or
   recapitalization that requires the payment of more than nominal
   additional consideration by security holders, the Conversion Ratio in
   effect at the time of the record date of such dividend, distribution,
   subdivision, combination, reclassification or recapitalization shall
   be immediately adjusted so that upon exercise of a Warrant the holder
   thereof shall be entitled to receive the aggregate number and kind of
   shares which, if the Warrants had been exercised in full immediately
   prior to such event, the holder thereof would have owned upon such
   exercise and been entitled to receive by virtue of such dividend,
   distribution, subdivision, combination, reclassification or
   recapitalization, for the same aggregate consideration.  The Exercise
   Price Per Share payable upon exercise of each Warrant shall
   simultaneously be adjusted by multiplying the initial Exercise Price
   Per Share in effect for such Warrant by the Conversion Ratio in
   effect immediately prior to such adjustment and dividing the products
   so obtained by the Conversion Ratio, as adjusted.  Any adjustments
   required by this Section 6.1 shall be made successively immediately
   after the record date, in the case of a dividend or distribution, or
   the effective date, in the case of a subdivision, combination,
   reclassification or recapitalization, to allow the purchase of such
   aggregate number and kind of shares, subject to Section 6.4.

            2.    Subsequent Adjustments.  In the event that at any
   time, as a result of any adjustment made pursuant to Section 6, the
   holder of a Warrant thereafter shall become entitled to receive any
   shares of the Company other than Common Stock, thereafter the number
   of such other shares so receivable upon exercise of any Warrant shall
   be subject to adjustment from time to time in a manner and on terms
   as nearly equivalent as practicable to the provisions with respect to
   the Common Stock contained in Section 6, subject to Section 6.6.

            3.    No Adjustment for Cash Dividends.  No adjustment in
   respect of any cash dividends not constituting Special Dividends
   shall be made during the term of the Warrants or upon the exercise of
   any Warrant.

            6.4  Notice of Adjustment.  No adjustment in the Conversion
   Ratio shall be required unless such adjustment would increase or
   decrease the Conversion Ratio by at least .001; provided, however,
   that any adjustments which by reason of this Section 6.6 are not
   required to be made shall be carried forward and taken into account
   in any subsequent adjustment.  All calculations under this Section 6<PAGE>


<PAGE>


   shall be made to the nearest one-hundredth of a share or the nearest
   tenth of a cent, as the case may be.  The adjusted Conversion Ratio
   may be rounded off to the nearest one millionth (six places to the
   right of the decimal point).  Whenever the Conversion Ratio or the
   Exercise Price Per Share is adjusted as herein provided, the Company
   shall prepare and deliver forthwith to all holders of Warrants a
   certificate signed by its Chief Financial Officer, setting forth the
   adjusted Conversion Ratio, the adjusted number of shares purchasable
   upon the exercise of Warrants and the Exercise Price Per Share of
   such shares after such adjustment, setting forth a brief statement of
   the facts requiring such adjustment and setting forth the computation
   by which such adjustment was made.  The failure to give such notice
   or any defect therein shall not affect the validity or effectiveness
   of any such adjustment.

            6.5   Form of Warrant After Adjustments.  The form of
   Warrants need not be changed because of any adjustments in the
   Exercise Price Per Share or the number or kind of the Warrant Shares,
   and Warrants theretofore or thereafter issued may continue to express
   the same price and number and kind of shares as are stated in an
   adjusted Warrant, as initially issued.

      G.    No Rights as Shareholders; Notice to Holders.  Nothing
   contained in this Agreement or in the Warrants shall be construed as
   conferring upon a holder of Warrants by virtue of its status as a
   Warrant holder the right to vote or to receive dividends or to
   consent or to receive notice as a shareholder in respect of any
   meeting of shareholders for the election of directors of the Company
   or of any other matter, or any rights whatsoever as shareholders of
   the Company.  The Company shall give notice to all holders of
   Warrants if at any time prior to the expiration or exercise in full
   of the Warrants, any of the following events shall occur: 

            (a)   the Company shall authorize the payment of any
      dividend payable in any securities upon shares of Common Stock or
      authorize the making of any distribution (other than a regular
      cash dividend or distribution paid out of net profits legally
      available therefor) to all holders of Common Stock;

            (b)   the Company shall authorize the issuance to all
      holders of Common Stock of any additional shares of Common Stock
      or Common Stock Equivalents or of rights, options or warrants to
      subscribe for or purchase Common Stock or Common Stock Equivalents
      or of any other subscription rights, options or warrants;

            (c)   a dissolution, liquidation or winding up of the
      Company (other than in connection with a consolidation, merger, or
      sale or conveyance of the property of the Company as an entirety
      or substantially as an entirety); or

            (d)   a capital reorganization or reclassification of the
      Common Stock (other than a change in the par value of the Common
      Stock) or any consolidation or merger of the Company with or into
      another corporation (other than a consolidation or merger in which<PAGE>


<PAGE>


      the Company is the continuing corporation and that does not result
      in any reclassification or change of Common Stock outstanding) or
      in the case of any sale or conveyance to another corporation of
      the property of the Company as an entirety or substantially as an
      entirety.

   Such giving of notice shall be initiated (i) at least 5 Business Days
   prior to the date fixed as a record date or effective date or (ii)
   the date of closing of the Company's stock transfer books for the
   determination of the shareholders entitled to such dividend,
   distribution or subscription rights, or for the determination of the
   shareholders entitled to vote on such proposed merger, consolidation,
   sale, conveyance, dissolution, liquidation or winding up.  Such
   notice shall specify such record date or the date of closing the
   stock transfer books, as the case may be.  Failure to provide such
   notice shall not affect the validity of any action taken in
   connection with such dividend, distribution or subscription rights,
   or proposed merger, consolidation, sale, conveyance, dissolution,
   liquidation or winding up.

      H.    Lost, Stolen, Mutilated or Destroyed Warrants.  If a Warrant
   is lost, stolen, mutilated or destroyed, the Company may, on such
   terms as to indemnity or otherwise as it may in its discretion impose
   (which shall, in the case of a mutilated Warrant, include the
   surrender thereof), issue a new Warrant of like denomination and
   tenor as, and in substitution for the Warrant.

      I.    Restrictions on Transfer of Warrants and Warrant Shares. 
   The Warrants and the Warrant Shares may not be transferred, disposed
   of or encumbered (any such action, a "Transfer"), except in
   accordance with and subject to the provisions of the Securities Act
   and the rules and regulations promulgated thereunder.  If at the time
   of a Transfer, a Registration Statement is not in effect to register
   the Warrant Shares, the Company may require the holder thereof to
   make such representations, and to provide the Company with an opinion
   of counsel reasonably acceptable to the Company that such Transfer
   would not result in violation of any federal or state law regarding
   the offering or sale of securities and the Company may place such
   legends on certificates representing the Warrant Shares, as are
   customary and may be reasonably required in the opinion of counsel to
   the Company to permit a Transfer without such registration.  Subject
   to the foregoing and to Section 13, all Warrants and Warrant Shares
   shall be freely transferable.

      J.    Warrant Register.  All Warrants shall be in registered form. 
   The Company shall maintain a register of the Warrants (the "Warrant
   Register").  All Transfers of Warrants shall be recorded in the
   Warrant Register.

      K.    Registration Under the Securities Act of 1933.  The Warrant
   Shares shall be entitled to certain registration rights provided in
   that Registration Rights Agreement by and among the Company, MW and
   MWD of even date herewith.<PAGE>


<PAGE>


      L.    Certain Filings.  The parties will cooperate with each other
   in determining whether action by or in respect of, or filing with,
   any governmental body, agency or official, or authority is required,
   or any actions, consents, approvals or waivers are required to be
   obtained in connection with the transactions and adjustments
   contemplated by this Agreement, and provide each other with
   reasonable assistance in seeking any such actions, consents,
   approvals, or waivers or making any such filings, furnishing
   information required in connection therewith, and seeking timely to
   obtain any such actions, consents, approvals or waivers.  

      M.    Right of First Offer.  No holder of a Warrant or Common
   Stock (including Warrant Shares) will transfer, sell, or in any
   manner convey any interest in any Warrants or Common Stock (including
   Warrant Shares), except through an offering to the public that is
   registered under the Securities Act, or pursuant to the provisions of
   Rule 144 under the Securities Act (excluding paragraph (k) of Rule
   144), unless such holder first offers such Warrants or Common Stock
   (including Warrant Shares) to the Company.  The holder shall provide
   the Company with a written offer specifying the amount of securities
   being offered, the purchase price and other terms of such offer.  The
   Company shall have fifteen (15) days from and after the date of
   receipt by the Company of such written offer within which to accept
   such offer, or to make a written counteroffer with respect to all or
   any part of the securities offered.  If the Company does not accept
   the holder's offer, or the holder does not accept the Company's
   counteroffer, by written notice given within such 15-day period, the
   holder may offer and sell such securities to any party within 180
   days thereafter on terms that are not less favorable to the holder
   than the terms of the later to be made of the holder's last offer to
   the Company or the Company's last counteroffer to the holder, if any,
   provided that the terms of a sale to a third party shall not be
   deemed to be less favorable to the holder solely based on a lower
   purchase price paid by the third party if such lower purchase price
   is at least 90% of the highest price offered by or to the Company. 
   This Section 13 shall not apply to any transfer of Warrants or Common
   Stock (including Warrant Shares) (i) by any member of the MW Group to
   any other member of the MW Group, (ii) by MW to MPLP, or (iii) by
   MPLP to its partners, and the partners or stockholders (direct or
   remote) of such partners.

      N.    Term.  Subject to Section 5.9, the term of this Agreement
   shall begin on the date hereof and expire on August 8, 2003 (the
   "Term").

      O.    Additional Actions and Documents.  Each of the parties
   hereto agrees to take or cause to be taken such further actions, to
   execute, acknowledge, deliver and file or cause to be executed,
   acknowledged, delivered and filed such further documents and
   instruments, and to use all reasonable efforts to obtain such
   consents, as may be necessary or as may be reasonably requested in
   order to fully effectuate the purposes, terms and conditions of this
   Agreement.<PAGE>


<PAGE>


      17.  Cancellation and Return of Existing Warrants.  Effective as
   at the date hereof, all Existing Warrants including but not limited
   to all of the Series A-B Warrants and the Series C-O Warrants issued
   pursuant to the Original Warrant Agreement and the Securities
   Purchase Agreement are deemed to have expired unexercised and are
   hereby terminated.  All Existing Warrants shall be surrendered to the
   Company within 30 days of the date hereof.

            IN WITNESS WHEREOF, this Warrant Agreement has been duly
   executed by the Company under its corporate seal as of the date first
   above written. 

                                    VALUEVISION INTERNATIONAL, INC.

                                    By: /s/ ROBERT L. JOHANDER

                                    Robert L. Johander
                                    Its Chief Executive Officer

   Attest: /s/ STUART ROMENESKO
      Secretary
                                    MONTGOMERY WARD & CO., INCORPORATED

                                    By: /s/ JOHN L. WORKMAN
                                          Executive Vice President

   Attest: /s/ SPENCER H. HEINE
          Secretary
                                    MONTGOMERY WARD DIRECT, L.P.

                                    By:   MW Direct General, Inc., the
                                          general partner

                                          By: /s/ JOHN L. WORKMAN
                                          Its: Vice President

   Attest:/s/ PHILIP D. DELK
      Secretary

                                    MERCHANT PARTNERS, LIMITED
                                    PARTNERSHIP
                                    By: MERCHANT PARTNERS, LIMITED
                                    PARTNERSHIP, the general partner

                                    By:   Merchant Development Corp.,
                                          the general partner

                                          By: /s/ RAYMOND L. BANK
                                          Its: President

   Attest:_______________________
      Secretary<PAGE>

<PAGE>
 





         SECOND AMENDED AND RESTATED REGISTRATION RIGHTS AGREEMENT


         Amended and Restated Registration Rights Agreement dated as of
   September 28, 1996, by and among ValueVision International, Inc., a
   Minnesota corporation (the "Company"), Montgomery Ward Direct, L.P.,
   a Delaware limited partnership ("MWD"), Montgomery Ward & Co.,
   Incorporated, an Illinois corporation ("MW")and Merchant Partners,
   Limited Partnership, a Delaware limited partnership ( MPLP ).


                              R E C I T A L S

         A.    Pursuant to a Securities Purchase Agreement, dated as of
   March 13, 1995, by and between the Company and MW (the "Securities
   Purchase Agreement"), the Company agreed to issue and sell, and MW
   agreed to purchase, 1,280,000 shares (the "Shares") of Common Stock
   of the Company, under the terms and subject to the conditions set
   forth therein.

         B.    Pursuant to the Securities Purchase Agreement, the
   Company also agreed to issue and sell, and MW agreed to purchase,
   Existing Warrants (as herein defined) to purchase an aggregate of
   25,000,000 shares of the Common Stock of the Company, subject to
   adjustment, under the terms and subject to the conditions set forth
   therein.  Existing Warrants of Series A and Series B, both inclusive
   (the "Series A-B Warrants"), have vested, and Existing Warrants of
   Series C through Series O, all inclusive (the "Series C-O Warrants")
   have not vested.

         C.    Pursuant to the Securities Purchase Agreement, the
   Company agreed to grant MW certain registration rights with respect
   to the Shares and the shares issued upon exercise of the Existing
   Warrants and executed that certain Registration Rights Agreement,
   dated as of August 8, 1995 (the  Original Registration Rights
   Agreement ).

         D.    Pursuant to a certain Exchange Agreement, dated as of
   even date herewith, between the Company and MW (the "Exchange
   Agreement"), the Company and MW have agreed to exchange the Series C-
   O Warrants, to amend and restate that certain Operating Agreement and
   that certain Servicemark License Agreement, and to amend that certain
   Credit Card Receivables Sale and Purchase Agreement, all dated as of
   March 13, 1995, and to amend and restate that certain Warrant
   Agreement, dated August 8, 1995 and this Agreement, all in
   consideration of the issuance by VVI of  new Series P Warrants ( New
   Warrants ) to purchase an aggregate of 1,484,462 shares of Common
   Stock.
    
         E.    MWD is a wholly owned subsidiary of MW.  Pursuant to an
   Asset Purchase Agreement, dated as of August 1, 1996, between the
   Company s subsidiary, ValueVision Direct Marketing Company, Inc., 
   and MWD (the "Asset Purchase Agreement"), ValueVision Direct
   Marketing Company, Inc. has agreed to deliver to MWD, as<PAGE>



<PAGE>

   consideration for the sale of all of MWD's assets, New Warrants to
   purchase an aggregate of 1,484,993 shares of Common Stock ( MWD
   Warrants ).  MWD subsequently transferred all of its right title and
   interest in and to the MWD Warrants to MW.  In addition, MW
   transferred certain of its Series P Warrants to MPLP. MWD no longer
   desires to be a party to this Agreement but MPLP desires to be a
   party to this Agreement.  

         F.    Pursuant to the Exchange Agreement, dated as of September
   28, 1996, between the Company and MW (the "Exchange Agreement"), VVI
   and MW have agreed to exchange all of the Series A-B Warrants for
   Series P Warrants to purchase 2,200,000 shares of Common Stock (the
    Exchange Warrants ).

         G.  In connection with the cancellation of the Series C-O
   Warrants and the issuance of the New Warrants, the parties agreed to
   amend and restate the Original Registration Rights Agreement as set
   forth herein.

         H.  In connection with the cancellation of the Series A-B
   Warrants and the issuance of the Replacement Warrants, the parties
   desire to amend and restate the Amended and Restated Registration
   Rights Agreement as set forth herein.



                            A G R E E M E N T S

         NOW, THEREFORE, in consideration of the premises set forth
   herein and other good and valuable consideration, the receipt and
   sufficiency of which are hereby acknowledged, the Company, MWD and MW
   agree that the Original Registration Rights Agreement is amended and
   restated in its entirety to read as follows:

         1.    Definition of Terms.  As used in this Registration Rights
   Agreement, the following capitalized terms shall have the following
   respective meanings:

               (a)   Asset Purchase Agreement:  See Recital E.

               (b)   Business Day:  A day other than a Saturday, Sunday
   or other day on which banks in the State of Minnesota are authorized
   by law to remain closed.

               (c)   Closing Date:  August 8, 1995.

               (d)   Common Stock:  Common Stock, $.01 par value per
   share, of the Company.

               (e)   Company:  See the Preamble.

               (f)   Demand Notice:  See Section 3(a).

               (g)   Demand Registration:  See Section 3(a).<PAGE>


<PAGE>


               (h)   Demand Registration Rights:  See Section 3(a).

               (i)   Exchange Act:  The Securities Exchange Act of 1934,
   as amended.

               (j)   Exercise Price:  The exercise price of a New
   Warrant as indicated in, and as may be adjusted by, the Warrant
   Agreement.


               (k)   Expiration Date:  5:00 P.M., Minneapolis, Minnesota
   time, on August 7, 2003, or if such day is not a Business Day, the
   next succeeding day which is a Business Day.

               (l)   Inspectors:  See Section 5(g).

               (m)   MW:  See the Preamble.

               (n)   MWD:  See the Preamble.

               (o)   NASD:  National Association of Securities Dealers,
   Inc. and NASDAQ:  NASD Automated Quotation System.

               (p)   New Warrants:  Series P warrants issued pursuant to
   the Amended and Restated Exchange Agreement and the Asset Purchase
   Agreement.

               (q)   Outstanding Registration Rights Agreement:  The
   Representative's Warrant Agreement dated as of November 15, 1993 by
   and between the Company and Gerard Klauer Mattison & Co., Inc.

               (r)   Person:  An individual, partnership, joint venture,
   corporation, trust, unincorporated organization or government or any
   department or agency thereof.

               (s)   Piggyback Notice:  See Section 2(a).

               (t)   Piggyback Registration:  See Section 2(a).

               (u)   Piggyback Registration Rights:  See Section 2(a).

               (v)   Prospectus:  Any prospectus included in any
   Registration Statement, as amended or supplemented by any prospectus
   supplement, with respect to the terms of the offering of any portion
   of the Registrable Securities covered by such Registration Statement
   and all other amendments and supplements to the Prospectus, including
   post-effective amendments and all material incorporated by reference
   in such Prospectus.

               (w)   Public Offering:  A public offering of any of the
   Company's equity or debt securities pursuant to a registration
   statement under the Securities Act.

               (x)   Records:  See Section 5(g).<PAGE>


<PAGE>


               (y)   Registration Expenses:  Any and all expenses
   incurred in connection with any registration or action incident to
   performance of or compliance by the Company with this Agreement,
   including, without limitation, (i) all SEC, national securities
   exchange and NASD registration and filing fees; all listing fees and
   all transfer agent fees; (ii) all fees and expenses of complying with
   state securities or blue sky laws; (iii) all printing, mailing,
   messenger and delivery expenses and (iv) all fees and disbursements
   of counsel for the Company and of its accountants, including the
   expenses of any special audits and/or "cold comfort" letters required
   by or incident to such performance and compliance, but excluding
   underwriting discounts and commissions, brokerage fees and transfer
   taxes, if any, and fees of counsel or accountants retained by MW.

               (z)   Registration Notice:  See Section 2(a).

               (aa)  Registration Period:  The period of time from the
   second anniversary of the Closing Date to the Expiration Date except
   as provided in Sections 3(a), 3(b) and 5.

               (ab)  Registrable Securities:  Any Shares or Warrant
   Shares issued to MW or MPLP, including those which may thereafter be
   issued by the Company in respect of any such securities by means of
   any stock splits, stock dividends, recapitalizations,
   reclassifications or the like, and as adjusted pursuant to the
   Amended and Restated Warrant Agreement.

               (ac)  Registration Statement:  Any registration statement
   of the Company filed or to be filed with the SEC which covers any of
   the Registrable Securities pursuant to the provisions of this
   Agreement, including all amendments (including post-effective
   amendments) and supplements thereto, all exhibits thereto and all
   material incorporated therein by reference.

               (ad)  SEC:  The Securities and Exchange Commission or any
   other federal agency at the time administering the Securities Act or
   the Exchange Act.

               (ae)  Securities Act:  The Securities Act of 1933, as
   amended.

               (af)  Securities Purchase Agreement:  See Recital A.

               (ag)  Series A-B Warrants:  See Recital B.

               (ah)  Series C-O Warrants:  See Recital B.

               (ai)  Series P Warrants:  See Recital B.

               (aj)  Shares:  See Recital A.

               (ak)  Warrant Agreement:  That certain Second Amended and
   Restated Warrant Agreement, dated as of July 27, 1996, among the
   Company, MW, MPLP and MWD.<PAGE>



<PAGE>

               (al)  Warrant Shares:  All shares of Common Stock issued
   or issuable upon exercise of any or all of the New Warrants.

         2.    Piggyback Registration.  

               (a)   Right to Include Registrable Securities.  If at any
   time during the Registration Period, the Company proposes to register
   any of its securities under the Securities Act on any form for the
   registration of securities under such Act, whether or not for its own
   account (other than by a registration statement on Form S-4, S-8 or
   other successor form), it shall as expeditiously as possible give
   written notice (a "Registration Notice") to the holders of
   Registrable Securities of its intention to do so.  Upon the written
   request of any such holder (a "Piggyback Notice", which notice shall
   specify the Registrable Securities intended to be registered) made
   within 20 days after receipt of a Registration Notice, the Company
   shall include in the Registration Statement the Registrable
   Securities (a "Piggyback Registration") which the Company has been so
   requested by such holder to register, subject to the limitations
   provided in the Existing Registration Rights Agreements.  Such
   holder's rights to register shares hereunder are referred to
   hereinafter as "Piggyback Registration Rights."

               (b)   Withdrawal of Piggyback Registration by Company. 
   If, at any time after giving a Registration Notice but prior to the
   effective date of the related Registration Statement, the Company
   shall determine for any reason not to register such securities, the
   Company shall give written notice of such determination to the
   holders of the Registrable Securities sought to be registered and,
   thereupon, shall be relieved of its obligation to register any
   Registrable Securities in connection with such Piggyback
   Registration.  All best efforts obligations of the Company shall
   cease if the Company determines to terminate prior to such effective
   date any registration where Registrable Securities are being
   registered pursuant to this Section 2.

               (c)   Piggyback Registration of Underwritten Public
   Offerings.  If a Piggyback Registration involves an offering by or
   through underwriters, then, (i) the holders of the Registrable
   Securities sought to be registered must agree to sell their
   Registrable Securities included in the Company's Registration
   Statement to the underwriters selected by the Company on the same
   terms and conditions as apply to other selling shareholders and (ii)
   such holders may elect in writing, not later than five Business Days
   prior to the effectiveness of the Registration Statement filed in
   connection with such registration, not to have their Registrable
   Securities so included in connection with such registration.

               (d)   Payment of Registration Expenses for Piggyback
   Registration.  The Company shall pay all Registration Expenses in
   connection with each registration of Registrable Securities requested
   pursuant to a Piggyback Registration Right contained in this Section
   2.<PAGE>


<PAGE>



         3.    Demand Registration.

               (a)   Request for Registration.  Upon the written request
   (a "Demand Notice") of a holder of Registrable Securities at any time
   during the Registration Period, and subject to the limitations
   provided in the Existing Registration Rights Agreements, the Company
   shall, as soon as practicable, use its best efforts to file a
   Registration Statement (a "Demand Registration") with respect to all
   Registrable Securities that such holder requested be registered in
   the Demand Notice.  Prior to the filing of such Demand Registration,
   the Company shall give written notice to all other holders of
   Registrable Securities of the Demand Registration.  Upon the written
   request of any such holder made within 20 days after receipt of such
   notice, the Company shall include in the Demand Registration the
   Registrable Securities that such holder requested be registered,
   subject to the limitations provided in the Existing Registration
   Rights Agreements.  The rights of holders of Registrable Securities
   to register shares hereunder are referred to hereinafter as "Demand
   Registration Rights."  The holders of Registrable Securities may in
   the aggregate exercise up to two Demand Registration Rights during
   the Registration Period.  The Company shall use its best efforts to
   obtain the effectiveness of the Registration Statement and to take
   all other action necessary under any Federal or state law or
   regulation to permit such Registered Securities to be sold or
   otherwise disposed of, and the Company shall maintain such compliance
   with each such Federal and state law and regulation for the period
   necessary for the holder of Registrable Securities to effect the
   proposed sale or other disposition (but in no event for more than 120
   days).  The Company shall be entitled to have the Demand Registration
   prepared, filed and caused to become effective pursuant to Form S-3
   or any successor form promulgated by the SEC ("Form S-3") pursuant to
   this Section 3(a), so long as it is eligible to register its
   securities pursuant to Form S-3 and Form S-3 is available for the
   distribution contemplated by the holder of Registrable Securities.

               (b)   Deferment of Demand Registration by Company.  The
   Company shall be entitled to defer a Demand Registration for a period
   of up to 120 days if and to the extent that its Board of Directors
   shall determine in good faith that such registration would interfere
   with a pending material corporate transaction which has been approved
   by the Board of Directors of the Company.  In such event, the
   Registration Period shall be extended by the amount of such delay and
   the related Demand Registration Right would be deemed not to be
   exercised.

               (c)   Payment of Registration Expenses for Demand
   Registration.  Except as provided below, holders of Registrable
   Securities sought to be registered shall pay the first $75,000 or
   Registration Expenses, plus 50% of all remaining Registration
   Expenses of a Demand Registration and the Company shall pay the
   balance of such Registration Expenses; and holders of such
   Registrable Securities and the Company shall pay the fees and
   expenses of each of their respective legal counsel.  A registration<PAGE>



<PAGE>

   will not count as a Demand Registration until it has become
   effective, unless the holders demanding such registration withdraw
   the Registrable Securities, in which case such demand will count as a
   Demand Registration unless the holders of such Registrable Securities
   agree to pay all Registration Expenses.  

               (d)   Registration of Additional Securities.  Except to
   the extent required by the Outstanding Registration Rights
   Agreements, neither the Company nor any other party may include in
   any Registration Statement filed pursuant to a Demand Registration
   any additional shares of Common Stock for registration for sale by
   the Company or any other holder of securities.  The Company shall not
   grant any rights inconsistent with this Section 3(d).  

               (e)   Priority in Demand Registration.  If a Demand
   Registration involves an offering by or through an underwriter or
   underwriters, and the managing underwriter or underwriters of such
   offering advise the Company and the holders of Registrable Securities
   sought to be registered pursuant to such Demand Registration in
   writing that in their opinion the size of the offering which such
   holders and all other persons including the Company intend to make is
   such that the success of the offering would be materially and
   adversely affected by the inclusion of the Registrable Securities
   requested to be included, then the amount of securities to be offered
   for the account of holders of Registrable Securities shall be reduced
   pro rata (according to the Registrable Securities proposed for
   registration) to the extent necessary to reduce the total amount of
   securities to be included in such offering to the amount recommended
   by such managing underwriter or underwriters; provided that if
   securities are being offered for the account of other persons or
   entities as well as the Company, then with respect to the Registrable
   Securities intended to be offered by holders of Registrable
   Securities, the proportion by which the amount of such securities is
   reduced shall not exceed the proportion by which the amount of such
   class of securities intended to be offered by such other persons or
   entities is reduced, except to the extent such other persons are
   entitled to a lesser reduction under the Existing Registration Rights
   Agreements.

         4.    Company Buy-out of Piggyback Registration or Demand
   Registration.  In lieu of carrying out its obligations to effect a
   Piggyback Registration or Demand Registration of any Registrable
   Securities pursuant to this Agreement, the Company may carry out such
   obligation by offering to purchase and purchasing such Registrable
   Securities requested to be registered (a) in the case of outstanding
   shares of Common Stock, at the last sale price of the Common Stock on
   the day immediately prior to the day the request for registration is
   made and (b) in the case of shares not yet purchased under the New
   Warrants or Series A-B Warrants at an amount in cash equal to the
   difference between (i) the last sale price of the Common Stock on the
   day immediately prior to the day the request for registration is made
   and (b) the Exercise Price in effect on such day. 

         5.    Registration Procedures.  Whenever a holder of<PAGE>


<PAGE>


   Registrable Securities has requested that any Registrable Securities
   be registered pursuant to either Section 2 or 3 hereof, the Company
   will use its best efforts to effect the registration and the sale of
   such Registrable Securities in accordance with the intended method of
   disposition thereof as quickly as practicable, and in connection with
   any such request, the Company will as expeditiously as possible:

               (a)   prepare and file with the Commission a Registration
   Statement on any form for which the Company then qualifies or which
   counsel for the Company shall deem appropriate and which form shall
   be available for the sale of the Registrable Securities to be
   registered thereunder in accordance with the intended method of
   distribution thereof, and use its best efforts to cause such filed
   registration statement to become effective; provided that before
   filing a Registration Statement or Prospectus or any amendments or
   supplements thereto, the Company shall furnish to one counsel
   selected by such holder copies of all such documents proposed to be
   filed, which documents will be subject to the review of such counsel,
   and that after the filing of the registration statement, the Company
   will promptly notify all holders of Registrable Securities of any
   stop order issued or threatened by the SEC and take all reasonable
   actions required to prevent the entry of such stop order or to remove
   it if entered;

               (b)   prepare and file with the SEC such amendments and
   supplements to such Registration Statement and the Prospectus used in
   connection therewith as may be necessary to keep such Registration
   Statement effective for a period of not less than 120 days or such
   shorter period which will terminate when all Registrable Securities
   covered by such Registration Statement have been sold (but not before
   the expiration of the requirement of underwriters and dealers to
   deliver Prospectuses in connection with such distribution) and comply
   with the provisions of the Securities Act with respect to the
   disposition of all securities covered by such Registration Statement
   during such period in accordance with the intended methods of
   disposition by the selling holders thereof set forth in such
   Registration Statement;

               (c)   furnish to each selling holder of Registrable
   Securities and to each underwriter, prior to filing the Registration
   Statement or Prospectus or any amendment or supplement thereto, if
   requested, copies of such Registration Statement as proposed to be
   filed, and thereafter furnish to each selling holder of Registrable
   Securities and such underwriter such number of copies of such
   Registration Statement, each amendment and supplement thereto (in
   each case including all exhibits thereto), the Prospectus included in
   such Registration Statement (including each Preliminary Prospectus)
   and such other documents as each selling holder of Registrable
   Securities or underwriter may reasonably request in order to
   facilitate the disposition of the Registrable Securities owned by
   each selling holder of Registrable Securities;

               (d)   use its best efforts to register or qualify such
   Registrable Securities under such other securities or blue sky laws<PAGE>



<PAGE>

   of such jurisdictions as any selling holder of Registrable Securities
   or any managing underwriter reasonably requests and do any and all
   other acts and things which may be reasonably necessary or advisable
   to enable any selling holder of Registrable Securities or such
   managing underwriter to consummate the disposition in such
   jurisdictions of the Registrable Securities owned by any selling
   holder of Registrable Securities; provided that the Company will not
   be required to (i) qualify generally to do business in any
   jurisdiction where it would not otherwise be required to qualify but
   for this clause, (ii) subject itself to taxation in any such
   jurisdiction, or (iii) consent to general service of process in any
   such jurisdiction;

               (e)   use its best efforts to cause the Registrable
   Securities covered by such Registration Statement to be registered
   with or approved by such other governmental agencies or authorities
   as may be necessary by virtue of the business and operations of the
   Company or its subsidiaries to enable any selling holder of
   Registrable Securities and any managing underwriters to consummate
   the disposition of such Registrable Securities;

               (f)   immediately notify each selling holder of
   Registrable Securities, at any time when a Prospectus relating
   thereto is required to be delivered under the Securities Act, of the
   happening of any event as a result of which the Prospectus included
   in such Registration Statement contains an untrue statement of a
   material fact or omits to state any material fact required to be
   stated therein or necessary to make the statements made therein, in
   light of the circumstances under which they were made, not
   misleading, and the Company will promptly prepare a supplement or
   amendment to such Prospectus so that, as thereafter delivered to the
   purchasers of such Registrable Securities, such Prospectus will not
   contain an untrue statement of a material fact or omit to state any
   material fact required to be stated therein or necessary to make the
   statements therein not misleading;

               (g)   make available for inspection by each selling
   holder of Registrable Securities, any underwriter participating in
   any disposition pursuant to such Registration Statement, and any
   attorney, accountant or other agent retained by any selling holder of
   Registrable Securities or underwriter (collectively, the
   "Inspectors"), all financial and other records, pertinent corporate
   documents and properties of the Company (collectively, the "Records")
   as shall be reasonably necessary to enable them to exercise their due
   diligence responsibilities, and cause the Company's officers,
   directors and employees to supply all information reasonably
   requested by any such Inspector in connection with such Registration
   Statement.  Records which the Company determines, in good faith, to
   be confidential and which it notifies the Inspectors are confidential
   shall not be disclosed by the Inspectors unless (i) the disclosure of
   such Records is necessary in the opinion of the underwriter's
   counsel, if any, or counsel to selling holders of Registrable
   Securities to avoid or correct a material misstatement or omission in
   the Registration Statement, or (ii) the release of such Records is<PAGE>


<PAGE>


   ordered pursuant to a subpoena or other order from a court of
   competent jurisdiction or governmental agency, or (iii) the
   information in such Records has been made generally available to the
   public.  Each selling holder of Registrable Securities agrees that it
   will, upon learning that disclosure of such Records is sought in a
   court of competent jurisdiction or by a governmental agency, give
   notice to the Company and allow the Company, at the Company's
   expense, to undertake appropriate action to prevent disclosure of the
   Records deemed confidential;

               (h)   for purposes of a Demand Registration only, furnish
   to each selling holder of Registrable Securities and to each
   underwriter, if any, (x) an opinion or opinions of counsel to the
   Company and (y) a comfort letter or comfort letters from the
   Company's independent public accountants, each in customary form and
   covering such matters of the type customarily covered by opinions or
   by comfort letters, as the case may be, as any selling holder of
   Registrable Securities or the managing underwriter reasonably
   requests;

               (i)   otherwise use its best efforts to comply with all
   applicable rules and regulations of the SEC, and make generally
   available to its security holders, as soon as reasonably practicable,
   an earnings statement covering a period of twelve months, beginning
   within three months after the effective date of the registration
   statement, which earnings statement shall satisfy the provisions of
   Section 11(a) of the Act and Rule 158 thereunder;

               (j)   use its best efforts to cause all such Registrable
   Securities to be listed on each securities exchange on which similar
   securities issued by the Company are then listed; and

               (k)   cooperate with the selling holders of Registrable
   Securities, the underwriter or underwriters (or broker/dealer
   involved in the distribution), if any, and their respective counsel
   in connection with any filings required to be made with the National
   Association of Securities Dealers, Inc. (the "NASD").

         If any Demand Registration is requested to be in the form of an
   underwritten offering, the selection of the managing underwriter
   shall be subject to the Company's consent, which consent shall not be
   unreasonably withheld.  If requested by the underwriters for any
   underwritten offering, the Company shall enter into an underwriting
   agreement in customary form with such underwriters for such offering,
   but subject to the Company's reasonable approval.  The selling
   holders of the Registrable Securities shall be a party to such
   underwriting agreement.  All fees and expenses (other than
   Registration Expenses otherwise required to be paid) of any managing
   underwriter, any co-manager or any independent underwriter shall be
   paid for by such underwriters or by such selling holders.

         The Company may require the selling holders of Registrable
   Securities to furnish to the Company such information regarding the
   distribution of such Registrable Securities as the Company may from<PAGE>


<PAGE>


   time to time reasonably request and such other information as may be
   legally required or reasonably requested in connection with such
   registration. 

         Each selling holder of Registrable Securities agrees that, upon
   receipt of any notice from the Company of the happening of any event
   of the kind described in Section 5(f) hereof, such selling holder
   will forthwith discontinue disposition of such Registrable Securities
   pursuant to the Registration Statement covering such Registrable
   Securities until such holder's receipt of the copies of the
   supplemented or amended Prospectus contemplated by Section 5(f)
   hereof, and, if so directed by the Company, such holder will deliver
   to the Company (at the Company's expense) all copies, other than
   permanent file copies then in such holder's possession, of the
   Prospectus covering such Registrable Securities current at the time
   of receipt of such notice.  In the event the Company shall give any
   such notice, the Company shall extend the period during which such
   Registration Statement shall be maintained effective pursuant to this
   Agreement (including the period referred to in Section 5(b) hereof)
   by the number of days during the period from and including the date
   of the giving of such notice pursuant to Section 5(f) hereof to and
   including the date when each seller of Registrable Securities covered
   by such Registration Statement shall have received the copies of the
   supplemented or amended Prospectus contemplated by Section 5(f)
   hereof.

         Except as otherwise provided in this Agreement, the Company
   shall have sole control in connection with the preparation, filing,
   withdrawal, amendment or supplementing of each Registration
   Statement, the selection of underwriters, and the distribution of any
   preliminary prospectus included in the Registration Statement, and
   may include within the coverage thereof additional shares of Common
   Stock or other securities for its own account or for the account of
   one or more of its other security holders.

         6.    Indemnification.

               (a)   Indemnification by Company.  In connection with
   each Registration Statement relating to disposition of Registrable
   Securities, the Company shall indemnify and hold harmless each
   selling holder of Registrable Securities and each underwriter of
   Registrable Securities and each Person, if any, who controls any
   selling holder of Registrable Securities or underwriter (within the
   meaning of Section 15 of the Securities Act or Section 20 of the
   Exchange Act) against any and all losses, claims, damages and
   liabilities, joint or several (including any reasonable
   investigation, legal and other expenses incurred in connection with,
   and any amount paid in settlement of any action, suit or proceeding
   or any claim asserted), to which they, or any of them, may become
   subject under the Securities Act, the Exchange Act or other Federal
   or state law or regulation, at common law or otherwise, insofar as
   such losses, claims, damages or liabilities arise out of or are based
   upon any untrue statement or alleged untrue statement of a material
   fact contained in any Registration Statement, Prospectus or<PAGE>


<PAGE>


   preliminary prospectus or any amendment thereof or supplement
   thereto, or arise out of or are based upon any omission or alleged
   omission to state therein a material fact required to be stated
   therein or necessary to make the statements therein not misleading;
   provided, however, that such indemnity shall not inure to the benefit
   of any selling holder of Registrable Securities or underwriter (or
   any Person controlling any selling holder of Registrable Securities
   or underwriter within the meaning of Section 15 of the Securities Act
   or Section 20 of the Exchange Act) on account of any losses, claims,
   damages or liabilities arising from the sale of the Registrable
   Securities if such untrue statement or omission or alleged untrue
   statement or omission was made in such Registration Statement,
   Prospectus or preliminary prospectus, or such amendment or
   supplement, in reliance upon and in conformity with information
   furnished in writing to the Company by such selling holder of
   Registrable Securities or underwriter specifically for use therein. 
   The Company shall also indemnify selling brokers, dealer managers and
   similar securities industry professionals participating in the
   distribution, their officers and directors and each Person who
   controls such Persons (within the meaning of Section 15 of the
   Securities Act or Section 20 of the Exchange Act) to the same extent
   as provided above with respect to the indemnification of the Holders
   of Registrable Securities, if requested.  The indemnification
   obligation imposed on the Company under this Section 6(a) shall be in
   addition to any liability which the Company may otherwise have.

               (b)   Indemnification by Holder of Registrable
   Securities.  In connection with each Registration Statement, each
   selling holder of Registrable Securities shall indemnify, to the same
   extent as the indemnification provided by the Company in Section
   6(a), the Company, its directors and each officer who signs the
   Registration Statement and each Person who controls the Company
   (within the meaning of Section 15 of the Securities Act and Section
   20 of the Exchange Act) but only insofar as such losses, claims,
   damages and liabilities arise out of or are based upon any untrue
   statement or omission or alleged untrue statement or omission which
   was made in the Registration Statement, the Prospectus or preliminary
   prospectus or any amendment thereof or supplement thereto, in
   reliance upon and in conformity with information furnished in writing
   by such selling holder of Registrable Securities to the Company
   specifically for use therein.  In no event shall the liability of any
   selling holder of Registrable Securities hereunder be greater in
   amount than the dollar amount of the net proceeds received by any
   selling holder of Registrable Securities from the sale of the
   Registrable Securities giving rise to such indemnification
   obligation.  The Company shall be entitled to receive indemnities
   from underwriters participating in the distribution, in the
   underwriting agreement pursuant to which such sales are made, with
   respect to information so furnished in writing by such Persons
   specifically for inclusion in any Prospectus, Registration Statement
   or preliminary prospectus or any amendment thereof or supplement
   thereto.

               (c)   Conduct of Indemnification Procedure.  Any party<PAGE>


<PAGE>


   that proposes to assert the right to be indemnified hereunder will,
   promptly after receipt of notice of commencement of any action, suit
   or proceeding against such party in respect of which a claim is to be
   made against an indemnifying party or parties under this Section,
   notify each such indemnifying party of the commencement of such
   action, suit or proceeding, enclosing a copy of all papers served. 
   No indemnification provided for in this Section shall be available to
   any party who shall fail to give notice as provided in this Section 6
   if the party to whom notice was not given was unaware of the
   proceeding to which such notice would have related and was prejudiced
   by the failure to give such notice but the omission so to notify such
   indemnifying party of any such action, suit or proceeding shall not
   relieve it from any liability that it may have to any indemnified
   party for contribution or otherwise than under this Section.  In case
   any such action, suit or proceeding shall be brought against any
   indemnified party and it shall notify the indemnifying party of the
   commencement thereof, the indemnifying party shall be entitled to
   participate in, and, to the extent that it shall wish, jointly with
   any other indemnifying party similarly notified, to assume the
   defense thereof, with counsel satisfactory to such indemnified party,
   and after notice from the indemnifying party to such indemnified
   party of its election so to assume the defense thereof and the
   approval by the indemnifying party to such indemnified party of its
   election so to assume the defense thereof and the approval by the
   indemnified party of such counsel, the indemnifying party shall not
   be liable to such indemnified party for any legal or other expenses,
   except as provided below and except for the reasonable costs of
   investigation subsequently incurred by such indemnified party in
   connection with the defense thereof.  The indemnified party shall
   have the right to employ its own counsel, but the fees and expenses
   of such counsel shall be at the expense of such indemnified party
   unless (i) the employment of counsel by such indemnified party has
   been authorized in writing by the indemnifying parties, (ii) the
   indemnified party shall have reasonably concluded that there may be a
   conflict of interest between the indemnifying parties and the
   indemnified party in the conduct of the defense of such action (in
   which case the indemnifying parties shall not have the right to
   direct the defense of such action on behalf of the indemnified party)
   or (iii) the indemnifying parties shall not have employed counsel to
   assume the defense of such action within a reasonable time after
   notice of the commencement thereof, in each of which cases the fees
   and expenses of counsel shall be at the expense of the indemnifying
   parties.  An indemnifying party shall not be liable for any
   settlement of any action, suit, proceeding or claim effected without
   its written consent, but if settled with its written consent, or if
   there is a final judgment for the plaintiff in any such action or
   proceeding, the indemnifying party shall indemnify and hold harmless
   such indemnified parties from and against any loss or liability (to
   the extent stated above) by reason of such settlement or judgment. 
   No indemnifying party shall, without the prior written consent of the
   indemnified party, effect any settlement of any pending or threatened
   proceeding in respect of which any indemnified party is or could have
   been a party and indemnity could have been sought hereunder by such
   indemnified party, unless such settlement includes an unconditional<PAGE>



<PAGE>

   release of such indemnified party from all liability on claims that
   are the subject matter of such proceeding.

               (d)   Contribution.  If the indemnification provided for
   in this Section 6 from the indemnifying party is unavailable to an
   indemnified party hereunder in respect of any losses, claims,
   damages, liabilities or expenses referred to herein, then the
   indemnifying party, in lieu of indemnifying such indemnified party
   shall contribute to the amount paid or payable by such indemnified
   party as a result of such losses, claims, damages, liabilities or
   expenses in such proportion as is appropriate to reflect the relative
   fault of the indemnifying party and indemnified parties in connection
   with the actions which resulted in such losses, claims, damages,
   liabilities or expenses, as well as any other relevant equitable
   considerations.  The relative fault of such indemnifying party and
   indemnified parties shall be determined by reference to, among other
   things, whether any action in question, including any untrue or
   alleged untrue statement of a material fact or omission or alleged
   omission to state a material fact, has been made by, or relates to
   information supplied by, such indemnifying party or indemnified
   party, and the parties' relative intent, knowledge, access to
   information and opportunity to correct or prevent such action.  The
   amount paid or payable by a party as a result of the losses, claims,
   damages, liabilities and expenses referred to above shall be deemed
   to include, subject to the limitations set forth in Section 6(c), any
   legal or other fees or expenses reasonably incurred by such party in
   connection with any investigation or proceeding.  The parties hereto
   agree that it would not be just and equitable if contribution
   pursuant to this Section 6(d) were determined by pro rata allocation
   or by any other method of allocation which does not take account of
   the equitable considerations referred to in this Section 6(d).  No
   person guilty of fraudulent misrepresentation (within the meaning of
   Section 11(f) of the Securities Act) shall be entitled to
   contribution from any Person who was not guilty of such fraudulent
   misrepresentation.

               (e)   Priority of Indemnification.  If indemnification is
   available under this Section 6, the indemnifying parties shall
   indemnify each indemnified party to the full extent provided in
   subparagraphs (a) and (b) of this paragraph without regard to the
   relative fault of said indemnifying party or indemnified party or any
   other equitable consideration provided for in this Section 6.

         7.    Assignment.  The Piggyback Rights, Demand Registration
   Rights and any other rights of MW and MPLP pursuant to this Agreement
   shall run in favor of any subsequent holder of Registrable
   Securities.<PAGE>



<PAGE>

         8.    Notices.  All notices, requests, consents and other
   communications required or permitted hereunder shall be in writing
   and shall be delivered, or mailed first-class postage prepaid,
   registered or certified mail,

                           if to MW, addressed to:

                           MONTGOMERY WARD & CO, INCORPORATED
                           Montgomery Ward Plaza
                           619 West Chicago Avenue
                           Chicago, IL   60671
                           Attention:  General Counsel

                           if to MPLP, addressed to:

                           MERCHANT PARTNERS, LIMITED PARTNERSHIP
                           9690 Deereco Road
                           Timonium, Maryland   21093
                           Attention: Raymond L. Bank

                     in case of either (i) or (ii), with a copy to: 

                           Altheimer & Gray
                           10 South Wacker Drive
                           Suite 4000
                           Chicago, Illinois  60606
                           Attention: David W. Schoenberg
                           Telecopier:  (312) 715-4800

                     if to the Company, addressed to:

                           VALUEVISION INTERNATIONAL, INC.
                           6740 Shady Oak Road
                           Minneapolis, MN 55344-3433
                           Attention:  Chief Executive Officer

                           with a copy to:

                           Maslon, Edelman, Borman & Brand, a
                           professional limited liability 
                           partnership
                           3300 Norwest Center
                           90 South Seventh Street
                           Minneapolis, Minnesota  55402-4140
                           Attention:  William M. Mower

   and such notices and other communications shall for all purposes of
   this Agreement be treated as being effective or having been given if
   delivered personally, or, if sent by mail, when received.

         9.    Headings.  The headings of the Sections and paragraphs of
   this Agreement have been inserted for convenience of reference only
   and do not constitute part of this Agreement.<PAGE>



<PAGE>

         10.   Choice of Law.  It is the intention of the parties that
   the laws of Minnesota shall govern the validity of this Agreement,
   the construction of its terms and the interpretation of the rights
   and duties of the parties.

         11.   Counterparts.  This Agreement may be executed
   concurrently in two or more counterparts, each of which shall be
   deemed an original, but all of which together shall constitute one
   and the same instrument.

         12.   Invalid Provisions.  If any provision of this Agreement
   is held to be illegal, invalid or unenforceable under present or
   future law, such provision shall be fully severable, and this
   Agreement shall be construed and enforced as if such illegal, invalid
   or unenforceable provision had never comprised a part of this
   Agreement, and the remaining provisions of this Agreement shall
   remain in full force and effect and shall not be affected by the
   illegal, invalid or unenforceable provision or its severance from
   this Agreement.

         13.   Termination of MWD s Interest.  Upon execution of the
   this Agreement by the parties hereto, MWD shall cease to be a party
   to this Agreement.  

         IN WITNESS WHEREOF, the parties hereto have executed this
   agreement as of the date first above written.


                                       VALUEVISION INTERNATIONAL, INC.

                                       By:   /s/ ROBERT L. JOHANDER
                                             Robert L. Johander
                                             Its Chief Executive Officer


                                       MONTGOMERY WARD & CO.,
                                       INCORPORATED

                                       By:   /s/ JOHN L. WORKMAN
                                             Executive Vice President

                                       MONTGOMERY WARD DIRECT, L.P.

                                       By:   MW Direct General, Inc.,
                                             the general partner

                                             By:   /s/ JOHN L. WORKMAN
                                             Its:  Vice President

                                       MERCHANT PARTNERS, LIMITED
                                       PARTNERSHIP
                                       By: MERCHANT PARTNERS, LIMITED
                                       PARTNERSHIP, the general partner
                                       By:   Merchant Development Corp.,  
                                             the general partner

                                             By: /s/ RAYMOND L. BANK
                                             Its: President <PAGE>

<PAGE>
 





         EXERCISABLE ON OR BEFORE, AND VOID AFTER, 
         5:00 P.M. MINNEAPOLIS TIME, AUGUST 8, 2003

Series P                  Certificate for 1,642,143 Warrants


            WARRANTS TO PURCHASE COMMON STOCK OF
               VALUEVISION INTERNATIONAL, INC.
    INCORPORATED UNDER THE LAWS OF THE STATE OF MINNESOTA


THIS CERTIFIES that Montgomery Ward & Co., Incorporated, is
the owner of the number of Warrants set forth above, each of
which represents the right to purchase from ValueVision
International, Inc., a Minnesota corporation (the
"Company"), at any time on or before 5:00 Minneapolis time,
August 8, 2003, upon compliance with and subject to the
conditions set forth herein and in the Amended and Restated
Warrant Agreement dated as of July 27, 1996 among the
Company, Montgomery Ward & Co., Incorporated and Montgomery
Ward Direct, L.P. (the "Warrant Agreement"), one share
(subject to adjustments as set forth in the Warrant
Agreement) of the Common Stock of the Company (such shares
purchasable upon exercise of the Warrants being herein
called the "Shares"), by surrendering this Warrant
Certificate, with the Purchase Form duly executed, at the
principal office of the Company, and by paying in full, in
cash or by certified or official bank check payable to the
order of the Company, the exercise price of $.01 per share.

     This Warrant Certificate is issued under and is subject
to the terms and conditions of the Warrant Agreement and the
Warrant Agreement is hereby incorporated by reference into
this Warrant Certificate.

THE SECURITIES EVIDENCED HEREBY HAVE NOT BEEN REGISTERED
UNDER SECURITIES ACT OF 1933 AND MAY NOT BE SOLD,
TRANSFERRED, ASSIGNED, PLEDGED OR HYPOTHECATED WITHOUT (I)
THE OPINION OF COUNSEL SATISFACTORY TO THE COMPANY THAT SUCH
TRANSFER MAY BE LAWFULLY MADE WITHOUT REGISTRATION UNDER THE
FEDERAL SECURITIES ACT OF 1933 AND ALL APPLICABLE STATE
SECURITIES LAWS OR (II) SUCH REGISTRATION.

RESTRICTION ON TRANSFER AND VOTING, REDEMPTION IF TRANSFER
RESTRICTIONS VIOLATED.  THE RESTATED ARTICLES OF
INCORPORATION OF THE CORPORATION, AS AMENDED, PROVIDE THAT,
EXCEPT AS OTHERWISE PROVIDED BY LAW, SHARES OF STOCK IN THE
CORPORATION SHALL NOT BE TRANSFERRED TO "ALIENS" UNLESS,
AFTER GIVING EFFECT TO SUCH TRANSFER, THE AGGREGATE NUMBER
OF SHARES OF STOCK OWNED BY OR FOR THE ACCOUNT OF "ALIENS"
WILL NOT EXCEED 20% OF THE NUMBER OF SHARES OF OUTSTANDING
STOCK OF THE CORPORATION, AND THE AGGREGATE VOTING POWER OF
SUCH SHARES WILL NOT EXCEED 20% OF THE AGGREGATE VOTING
POWER OF ALL OUTSTANDING SHARES OF VOTING STOCK OF THE<PAGE>



<PAGE>

CORPORATION.  NOT MORE THAN 20% OF THE AGGREGATE VOTING
POWER OF ALL SHARES OUTSTANDING ENTITLED TO VOTE MAY BE
VOTED BY OR FOR THE ACCOUNT OF "ALIENS".  IF,
NOTWITHSTANDING SUCH RESTRICTION ON TRANSFERS TO "ALIENS",
THE AGGREGATE NUMBER OF SHARES OF STOCK OWNED BY OR FOR THE
ACCOUNT OF "ALIENS" EXCEEDS 20% OF THE NUMBER OF SHARES OF
OUTSTANDING STOCK OF THE CORPORATION, OR IF THE AGGREGATE
VOTING POWER OF SUCH SHARES EXCEEDS 20% OF THE AGGREGATE
VOTING POWER OF ALL OUTSTANDING SHARES OF VOTING STOCK OF
THE CORPORATION, THE CORPORATION HAS THE RIGHT TO REDEEM
SHARES OF ALL CLASSES OF CAPITAL STOCK, AT THEIR THEN FAIR
MARKET VALUE, ON A PRO RATA BASIS, OWNED BY OR FOR THE
ACCOUNT OF ALL "ALIENS" IN ORDER TO REDUCE THE NUMBER OF
SHARES AND/OR PERCENTAGE OF VOTING POWER HELD BY OR FOR THE
ACCOUNT OF "ALIENS" TO THE MAXIMUM NUMBER OR PERCENTAGE
ALLOWED UNDER THE RESTATED ARTICLES OF INCORPORATION, AS
AMENDED, OR OTHERWISE REQUIRED BY APPLICABLE FEDERAL LAW. 
AS USED HEREIN, "ALIENS" MEANS ALIENS AND THEIR
REPRESENTATIVES, FOREIGN GOVERNMENTS, AND THEIR
REPRESENTATIVES, AND CORPORATIONS ORGANIZED UNDER THE LAWS
OF A FOREIGN COUNTRY, AND THEIR REPRESENTATIVES.

THE SECURITIES EVIDENCED HEREBY ARE SUBJECT TO THE TERMS AND
CONDITIONS OF AN AMENDED AND RESTATED WARRANT AGREEMENT
DATED AS OF JULY 27, 1996, A COPY OF WHICH IS ON FILE AT THE
REGISTERED OFFICE OF THE COMPANY.

     IN WITNESS WHEREOF, the undersigned has executed this
Warrant Certificate on the 24th day of September, 1996.

                           VALUEVISION INTERNATIONAL, INC.


                              By: /s/ ROBERT L. JOHANDER                      
                              Its: Chief Executive Officer <PAGE>
 



<PAGE>


TO:  ValueVision International, Inc.
     6740 Shady Oak Road
     Minneapolis, MN 55344


                        PURCHASE FORM
 (To be Executed in Order to Exercise Warrant Certificates)


     The undersigned hereby irrevocably elects to exercise
___________________* of the Warrants represented by the
Series P Warrant Certificate and to purchase for cash the
Shares issuable upon the exercise of said Warrants and
requests that certificates for such Shares shall be issued
in the name of the undersigned.


Dated:______________



                              By:                           
                              Its:                          






*Insert here the number of Warrants evidenced on the face of
this Warrant Certificate (or, in the case of a partial
exercise, the portion thereof being exercised), in either
case without making any adjustment for additional Common
Stock or any other securities or property or cash which,
pursuant to the adjustment provisions referred to in this
Warrant Certificate, may be deliverable upon exercise.<PAGE>



<PAGE>

         EXERCISABLE ON OR BEFORE, AND VOID AFTER, 
         5:00 P.M. MINNEAPOLIS TIME, AUGUST 8, 2003

Series P                  Certificate for 2,200,000 Warrants


            WARRANTS TO PURCHASE COMMON STOCK OF
               VALUEVISION INTERNATIONAL, INC.
    INCORPORATED UNDER THE LAWS OF THE STATE OF MINNESOTA


THIS CERTIFIES that Montgomery Ward & Co., Incorporated, is
the owner of the number of Warrants set forth above, each of
which represents the right to purchase from ValueVision
International, Inc., a Minnesota corporation (the
"Company"), at any time on or before 5:00 Minneapolis time,
August 8, 2003, upon compliance with and subject to the
conditions set forth herein and in the Amended and Restated
Warrant Agreement dated as of July 27, 1996 among the
Company, Montgomery Ward & Co., Incorporated and Montgomery
Ward Direct, L.P. (the "Warrant Agreement"), one share
(subject to adjustments as set forth in the Warrant
Agreement) of the Common Stock of the Company (such shares
purchasable upon exercise of the Warrants being herein
called the "Shares"), by surrendering this Warrant
Certificate, with the Purchase Form duly executed, at the
principal office of the Company, and by paying in full, in
cash or by certified or official bank check payable to the
order of the Company, the exercise price of $.01 per share.

     This Warrant Certificate is issued under and is subject
to the terms and conditions of the Warrant Agreement and the
Warrant Agreement is hereby incorporated by reference into
this Warrant Certificate.

THE SECURITIES EVIDENCED HEREBY HAVE NOT BEEN REGISTERED
UNDER SECURITIES ACT OF 1933 AND MAY NOT BE SOLD,
TRANSFERRED, ASSIGNED, PLEDGED OR HYPOTHECATED WITHOUT (I)
THE OPINION OF COUNSEL SATISFACTORY TO THE COMPANY THAT SUCH
TRANSFER MAY BE LAWFULLY MADE WITHOUT REGISTRATION UNDER THE
FEDERAL SECURITIES ACT OF 1933 AND ALL APPLICABLE STATE
SECURITIES LAWS OR (II) SUCH REGISTRATION.

RESTRICTION ON TRANSFER AND VOTING, REDEMPTION IF TRANSFER
RESTRICTIONS VIOLATED.  THE RESTATED ARTICLES OF
INCORPORATION OF THE CORPORATION, AS AMENDED, PROVIDE THAT,
EXCEPT AS OTHERWISE PROVIDED BY LAW, SHARES OF STOCK IN THE
CORPORATION SHALL NOT BE TRANSFERRED TO "ALIENS" UNLESS,
AFTER GIVING EFFECT TO SUCH TRANSFER, THE AGGREGATE NUMBER
OF SHARES OF STOCK OWNED BY OR FOR THE ACCOUNT OF "ALIENS"
WILL NOT EXCEED 20% OF THE NUMBER OF SHARES OF OUTSTANDING
STOCK OF THE CORPORATION, AND THE AGGREGATE VOTING POWER OF
SUCH SHARES WILL NOT EXCEED 20% OF THE AGGREGATE VOTING
POWER OF ALL OUTSTANDING SHARES OF VOTING STOCK OF THE<PAGE>


<PAGE>


CORPORATION.  NOT MORE THAN 20% OF THE AGGREGATE VOTING
POWER OF ALL SHARES OUTSTANDING ENTITLED TO VOTE MAY BE
VOTED BY OR FOR THE ACCOUNT OF "ALIENS".  IF,
NOTWITHSTANDING SUCH RESTRICTION ON TRANSFERS TO "ALIENS",
THE AGGREGATE NUMBER OF SHARES OF STOCK OWNED BY OR FOR THE
ACCOUNT OF "ALIENS" EXCEEDS 20% OF THE NUMBER OF SHARES OF
OUTSTANDING STOCK OF THE CORPORATION, OR IF THE AGGREGATE
VOTING POWER OF SUCH SHARES EXCEEDS 20% OF THE AGGREGATE
VOTING POWER OF ALL OUTSTANDING SHARES OF VOTING STOCK OF
THE CORPORATION, THE CORPORATION HAS THE RIGHT TO REDEEM
SHARES OF ALL CLASSES OF CAPITAL STOCK, AT THEIR THEN FAIR
MARKET VALUE, ON A PRO RATA BASIS, OWNED BY OR FOR THE
ACCOUNT OF ALL "ALIENS" IN ORDER TO REDUCE THE NUMBER OF
SHARES AND/OR PERCENTAGE OF VOTING POWER HELD BY OR FOR THE
ACCOUNT OF "ALIENS" TO THE MAXIMUM NUMBER OR PERCENTAGE
ALLOWED UNDER THE RESTATED ARTICLES OF INCORPORATION, AS
AMENDED, OR OTHERWISE REQUIRED BY APPLICABLE FEDERAL LAW. 
AS USED HEREIN, "ALIENS" MEANS ALIENS AND THEIR
REPRESENTATIVES, FOREIGN GOVERNMENTS, AND THEIR
REPRESENTATIVES, AND CORPORATIONS ORGANIZED UNDER THE LAWS
OF A FOREIGN COUNTRY, AND THEIR REPRESENTATIVES.

THE SECURITIES EVIDENCED HEREBY ARE SUBJECT TO THE TERMS AND
CONDITIONS OF AN AMENDED AND RESTATED WARRANT AGREEMENT
DATED AS OF JULY 27, 1996, A COPY OF WHICH IS ON FILE AT THE
REGISTERED OFFICE OF THE COMPANY.

     IN WITNESS WHEREOF, the undersigned has executed this
Warrant Certificate on the 24th day of September, 1996.

                           VALUEVISION INTERNATIONAL, INC.


                              By: /s/ ROBERT L. JOHANDER                      
                              Its: Chief Executive Officer <PAGE>
 



<PAGE>


TO:  ValueVision International, Inc.
     6740 Shady Oak Road
     Minneapolis, MN 55344


                        PURCHASE FORM
 (To be Executed in Order to Exercise Warrant Certificates)


     The undersigned hereby irrevocably elects to exercise
___________________* of the Warrants represented by the
Series P Warrant Certificate and to purchase for cash the
Shares issuable upon the exercise of said Warrants and
requests that certificates for such Shares shall be issued
in the name of the undersigned.


Dated:______________



                              By:                           
                              Its:                          






*Insert here the number of Warrants evidenced on the face of
this Warrant Certificate (or, in the case of a partial
exercise, the portion thereof being exercised), in either
case without making any adjustment for additional Common
Stock or any other securities or property or cash which,
pursuant to the adjustment provisions referred to in this
Warrant Certificate, may be deliverable upon exercise.<PAGE>


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