MONTGOMERY WARD HOLDING CORP
SC 13D/A, 1996-09-09
DEPARTMENT STORES
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                    SECURITIES AND EXCHANGE COMMISSION
                          Washington, D.C. 20549


                               Schedule 13D


                 Under the Securities Exchange Act of 1934
                            (Amendment No. 3)*

                      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 5, 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>


   _____________________________________________________________________

   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: 27,079,860  (But see

                                 Items 4 and 5)
   Number of               _____________________________________________
   Shares
   Beneficially            8.    Shared Voting Power: 0
   Owned By                _____________________________________________
   Each
   Reporting               9.    Sole Dispositive Power: 27,079,860 (But
   Person                        see Items 4 and 5)
   With                    _____________________________________________

                           10.   Shared Dispositive Power: 0
   _____________________________________________________________________

   11.   Aggregate Amount Beneficially Owned by Each Reporting Person:
         27,079,860 (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): 49.1% (But
         see Items 4 and 5)
   _____________________________________________________________________

   14.   Type of Reporting Person:  CO
   _____________________________________________________________________



<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: 27,079,860(1) (But
   Beneficially                  see Items 4 and 5)
   Owned By                _____________________________________________
   Each
   Reporting               9.    Sole Dispositive Power: 0
   Person                  _____________________________________________
   With
                           10.   Shared Dispositive Power: 
                                 27,079,860(1) (But see Items 4 and 5)
   _____________________________________________________________________

   11.   Aggregate Amount Beneficially Owned by Each Reporting Person:
         27,079,860 (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): 49.1% (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>

   _____________________________________________________________________

   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: 27,079,860(1) (But
   Beneficially                  see Items 4 and 5)
   Owned By                _____________________________________________
   Each
   Reporting               9.    Sole Dispositive Power: 0
   Person                  _____________________________________________
   With
                           10.   Shared Dispositive Power: 
                                 27,079,860(1) (But see Items 4 and 5)
   _____________________________________________________________________

   11.   Aggregate Amount Beneficially Owned by Each Reporting Person:
         27,079,860 (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): 49.1% (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>


   _____________________________________________________________________

   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: 1,484,993 (But see
   of                            Items 4 and 5)
   Shares                  _____________________________________________
   Beneficially
   Owned By                8.    Shared Voting Power: 0
   Each                    _____________________________________________
   Reporting
   Person                  9.    Sole Dispositive Power: 1,484,993 (But
   With                          see Items 4 and 5)
                           _____________________________________________

                           10.   Shared Dispositive Power: 0
   _____________________________________________________________________

   11.   Aggregate Amount Beneficially Owned by Each Reporting Person:
         1,484,993 (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): 4.8% (But
         see Items 4 and 5)
   _____________________________________________________________________

   14.   Type of Reporting Person:  PN
   _____________________________________________________________________



<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: 1,484,993(1) (But
                                 see Items 4 and 5)
                           _____________________________________________
   Number of
   Shares                  8.    Shared Voting Power: 0
   Beneficially
   Owned By                _____________________________________________
   Each
   Reporting               9.    Sole Dispositive Power: 1,484,993(1)
   Person                        (But see Items 4 and 5)
   With                    _____________________________________________

                           10.   Shared Dispositive Power: 0
   _____________________________________________________________________

   11.   Aggregate Amount Beneficially Owned by Each Reporting Person:
         1,484,993 (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): 4.8% (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>

   This statement constitutes Amendment No. 3 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. 2 thereto.

   Item 2.     Identity and Background.

         Item 2 is hereby amended by deleting subsection (a) thereof and
   by inserting in lieu thereof the following:

         (a)   The undersigned, Montgomery Ward and Co., Incorporated,
   an Illinois corporation ("MW"), Montgomery Ward Holding Corp., a
   Delaware corporation ("Holding"), Bernard F. Brennan ("Brennan"),
   Montgomery Ward Direct, L.P., a Delaware limited partnership
   ("Direct") and MW Direct General, Inc., a Delaware corporation
   ("General") hereby file this Statement on Schedule 13D.  The
   foregoing persons and entities are sometimes collectively referred to
   herein as the "Reporting Persons".

         Item 2 is also hereby amended by adding at the end of
   subsection (b)(c) thereof the following:

         Direct is a Delaware limited partnership whose principal
   business is direct-mail marketing.  General is the sole general
   partner of Direct.  All of the outstanding shares of General are
   owned by MW.  The principal business address of Direct is 600 South
   Highway 169, St. Louis Park, Minnesota 55426.  The principal business
   address of General is Montgomery Ward Plaza, Chicago, Illinois 60671. 
   Mr. Brennan is Chairman and a director of General, Mr. Heine is a
   director of General and Mr. Workman is Treasurer of General.  The
   only other executive officer of General is its Secretary, Philip D.
   Delk, whose business address is Montgomery Ward Plaza, Chicago,
   Illinois 60671 and whose principal occupation is as Vice President
   and Deputy General Counsel of MW.

   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).  If the transactions contemplated by the Restructuring
   Agreement described in Item 4 are consummated, New Warrants will be
   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, as more fully described
   in Item 4 and in the Restructuring Agreement (including exhibits
   thereto), attached hereto as Exhibit 10 and incorporated herein by
   reference.

   Item 4.     Purpose of Transaction.

         Item 4 is hereby amended by deleting the fifteenth paragraph
   thereof and by inserting in lieu thereof the following:

<PAGE>
         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.  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, those Warrants which have not yet
   become exercisable will, at the closing of the transactions
   contemplated by the Restructuring Agreement (the "Closing") be
   replaced with new warrants to purchase 1,484,467 Shares at an
   exercise price of $0.01 per Share ("New Warrants") and Direct will
   receive New Warrants with respect to 1,484,993 Shares.  Certain of
   the vesting provisions, the termination rights, the adjustments and
   the pre-emptive rights described above with respect to the Warrants
   will be inapplicable to the New Warrants.  At the Closing, the
   Operating Agreement will be revised to provide that MW's right to
   designate two directors to the Company's board will be reduced to the
   right to designate one director.  In addition, the Company's
   obligation under the Operating Agreement with respect to the "cross-
   ownership rules" discussed above will be eliminated.  The
   Restructuring Agreement provides that the Closing will occur on the
   date which is three business days after the date on which the waiting
   period under the Hart-Scott-Rodino Antitrust Improvements Act of
   1976, as amended, with respect to the acquisition by the Company of
   the assets of Direct shall have expired or been terminated.  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 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.  The
   MPLP Agreement provides that on the date of the Closing, MW will
   contribute to MPLP New Warrants with respect to 1,327,317 Shares and
   the Company would contribute to MPLP New Warrants with respect to
   199,097 Shares.  MALP would concurrently contribute to MPLP cash or 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.

         It is currently anticipated by the Reporting Persons that,
   immediately or shortly following the Closing, each of Direct and
   General will be dissolved and liquidated, and the New Warrants to be
   received at the Closing by Direct would thereafter be held directly
   by MW.

   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 April 30, 1996, as of June 12, 1996,
   29,376,748 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 25,000,000 Shares subject to the Warrants,
   MW may be deemed to beneficially own directly 26,280,000 Shares,
   which constitutes approximately 48.3% of the Shares outstanding

<PAGE>
   including such 26,280,000 Shares.  As set forth in Item 4 above,
   adjustments under the Warrants will be made pursuant to the Warrant
   Agreement.  Assuming such adjustment to increase the Shares of Common
   Stock subject to the Warrants to 25,799,860, MW may be deemed to
   beneficially own approximately 49.1% of the Shares outstanding
   (including such 25,799,860 Shares).  Both Holding and Brennan,
   through their relationship with MW, may be deemed to beneficially own
   all of the Shares beneficially owned by MW.

         If the transactions contemplated by each of the Restructuring
   Agreement and the MPLP Agreement referenced in Item 4 are
   consummated, it is anticipated that Direct will beneficially own
   (pursuant to Rule 13d-3 promulgated under the Act) 1,484,993 Shares
   (or approximately 4.8% of the Shares outstanding) and that MW will
   beneficially own (pursuant to such Rule 13d-3) 11,249,460 Shares (or
   approximately 28.6% of the Shares outstanding), including Shares
   directly owned by Direct.  General, through its relationship with
   Direct, may be deemed to beneficially own all of the Shares
   beneficially owned by Direct.  If the transactions contemplated by
   the MPLP Agreement are consummated, 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 directly by
   it.  If the transactions contemplated by the Restructuring Agreement
   referenced in Item 4 are consummated, Direct 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 subject to the New Warrants to
   be received 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.  General, as the sole general partner of Direct, will have sole
   voting and dispositive power with respect to all Shares beneficially
   owned by Direct.  MW, as the sole stockholder of General, and thereby
   each of Holding and Brennan, as set forth above, may each be deemed
   to share voting and dispositive power with respect to all Shares
   beneficially owned by Direct.

         (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.

   Item 7.     Material to be filed as Exhibits.

         Item 7 is hereby amended by adding thereto the following:

               Exhibit 10. Restructuring Agreement dated as of July 27,
                           1996 between MW and the Company.

               Exhibit 11. Agreement dated as of July 27, 1996 among MW,
                           MALP and the Company.

<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 6, 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 6, 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



                          RESTRUCTURING AGREEMENT

         THIS RESTRUCTURING 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.  Pursuant to a certain Operating Agreement, dated as of
   March 13, 1995 (the "Original Operating Agreement"), MW and VVI
   established a strategic relationship pursuant to which VVI was
   granted certain rights to use certain of MW's servicemarks, and MW's
   private-label credit card, in the field of television home shopping. 
   Concurrently with the entry into the Original Operating Agreement,
   (i) MW and VVI entered into a Servicemark License Agreement (the
   "Original Servicemark License Agreement") and a Receivables Sale and
   Purchase Agreement (the "Original Receivables Sale and Purchase
   Agreement"), which were intended to implement the Original Operating
   Agreement,  and (ii) 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.  For the purposes of this Agreement, the Original Operating
   Agreement, the Original Servicemark License Agreement and the
   Original Receivables Sale and Purchase Agreement are referred to
   herein collectively as the "Original Television Home Shopping
   Agreements".  

         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.  Certain subsidiaries of MW are currently the sole partners
   of Montgomery Ward Direct, L.P., a Delaware limited partnership
   ("MWD").  MWD engages in the direct-mail marketing business. 

         D.  VVI desires to enter the direct-mail marketing business
   through the acquisition of the assets of MWD, and to obtain certain
   additional rights to conduct said business through an expansion of
   the Television Home Shopping Agreements to encompass certain direct-
   mail activities.  MWD and VVI also desire to make certain
   modifications to their strategic relationship with respect to the
   field of television home shopping.  In consideration for the
   acquisition of the assets of MWD and the requested modifications of
   the Television Home Shopping Agreements, VVI is willing to issue New
   Warrants (as herein defined) to MW.

         E.  Original Warrants of Series' C through O, both inclusive,
   have not vested (the "Unvested Warrants").  MW and VVI desire to
   exchange the Unvested Warrants for New Warrants, as herein defined.

                            A G R E E M E N T S


<PAGE>
         NOW, THEREFORE, the parties agree as follows:

         1.  Purchase of Assets of MWD.  On the Closing Date (as herein
   defined), VVI shall cause its wholly owned subsidiary, ValueVision
   Direct Marketing Company, Inc., a Minnesota corporation ("VVI Sub")
   to purchase, and MW shall cause MWD to sell, substantially all of the
   assets of MWD, and VVI shall cause VVI Sub to assume and to discharge
   when due, certain enumerated liabilities and obligations of MWD, all
   as set forth in a certain Asset Purchase Agreement, in the form
   attached hereto as Exhibit A (the "Asset Purchase Agreement").  MWD
   and VVI Sub shall enter into the Asset Purchase Agreement on the
   Closing Date.  MW hereby agrees to cause MWD to enter into the Asset
   Purchase Agreement and guarantees the full and prompt payment and
   performance of all obligations of MWD under the Asset Purchase
   Agreement.  VVI hereby agrees to cause VVI Sub to enter into the
   Asset Purchase Agreement and guarantees the full and prompt payment
   and performance of all obligations of VVI Sub under the Asset
   Purchase Agreement.

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

               (a)  MW and VVI shall amend and restate the Original
         Operating Agreement by entering into an Amended and Restated
         Operating Agreement in the form attached hereto as Exhibit B;

               (b)   MW shall cause its subsidiary, Signature
         Financial/Marketing, Inc., a Delaware corporation ("Signature")
         to enter, and VVI shall enter, into an Agreement in the form
         attached hereto as Exhibit C;

               (c)   MW and VVI shall amend and restate the Original
         Servicemark License Agreement by entering into an Amended and
         Restated Servicemark License Agreement in the form attached
         hereto as Exhibit D;

               (d)  MW and VVI shall amend the Receivables Sale and
         Purchase Agreement by entering into a certain letter agreement
         in the form attached hereto as Exhibit E;

               (e)  MW and VVI shall amend and restate the Warrant
         Agreement by entering into an Amended and Restated Warrant
         Agreement in the form attached hereto as Exhibit F (the
         "Amended and Restated Warrant Agreement"); and 

               (f)  MW and VVI shall amend and restate the Registration
         Rights Agreement by entering into an Amended and Restated
         Registration Rights Agreement in the form attached hereto as
         Exhibit G.

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

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

         4.  Issuance of New Warrants.  In consideration of:

               (a)  the acquisition of the assets of MWD pursuant to the
         Asset Purchase Agreement, on the Closing Date, VVI shall cause
         VVI Sub to deliver to MWD a total of 1,484,993 New Warrants;
         and


                                       2



<PAGE>
               (b)  the entry into the Amended and Restated Documents,
         and the cancellation and surrender of the Unvested Warrants,
         VVI shall issue to MW a total of 1,484,467 New Warrants.

   All New Warrants shall contain the terms and features set forth in
   the Amended and Restated Warrant Agreement.  Concurrently with the
   issuance of New Warrants, MW and VVI shall enter into a Pledge
   Agreement, in the form attached hereto as Exhibit H, and MW shall
   deliver to VVI a warrant certificate for 1,637,138 New Warrants and a
   stock power with respect thereto, duly executed in blank by MW.

         5.  Time of Closing; Effectiveness of Closing.  The closing of
   (w) the purchase of the assets of MWD pursuant to the Asset Purchase
   Agreement, (x) the entry into the Amended and Restated Documents, (y)
   the surrender and cancellation of the Unvested Warrants, and (z) the
   issuance of the New Warrants (the "Closing"), shall all take place
   concurrently, on the date which is three business days after the date
   on which the waiting period under the Hart-Scott-Rodino Antitrust
   Improvements Act of 1976, as amended (the "HSR Act") with respect to
   the acquisition of the assets of MWD shall have expired or been
   terminated (the "Closing Date").  MW and VVI shall forthwith make all
   filings which are required by them respectively under the HSR Act,
   and shall request early termination of the waiting period under the
   HSR Act.  If the Closing shall occur, it shall be deemed, as among
   MW, MWD, VVI and VVI Sub, to have occurred for all purposes as of the
   commencement of business on July 27, 1996.  Without limiting the
   generality of the preceding sentence, all income or loss, all cash
   receipts and disbursements, and all liabilities of MWD arising,
   during the period commencing July 27, 1996 and ending on the Closing
   Date, shall be for the sole account of VVI.

         6.  Conditions of Closing.  The Closing shall be subject to the
   following conditions:

               (a)  the waiting period under the HSR Act shall have
         expired or been terminated; and

               (b)  not later than September 15, 1996, MW shall have
         delivered to VVI the Disclosure Schedule referred to in Section
         4.2 of the Asset Purchase Agreement (the "Disclosure
         Schedule"), and the Disclosure Schedule shall not contain any
         exception to any of the representations and warranties of MWD
         to be made pursuant to Section 4.2 of the Asset Purchase
         Agreement which would have a material adverse effect on the
         Business (as defined in the Asset Purchase Agreement).  VVI
         shall be obligated to notify MW not later than five business
         days after the date of delivery of the Disclosure Schedule of
         any such exception.  If VVI shall give any such notice, and if
         any such exception shall in fact exist, this Agreement shall
         terminate.

         7.  Effect of Termination.  If this Agreement shall be
   terminated by VVI pursuant to Section 6(b), the transactions
   contemplated herein shall not occur, or if the waiting period under
   the HSR Act shall not have expired or been terminated on or before
   September 30, 1996 this Agreement shall automatically terminate
   without any liability on the part of either MW, MWD, VVI or VVI Sub. 
   Termination shall be effective (i) upon delivery of the notice
   referred to in Section 6(b), or (ii) on October 1, 1996 in the case
   of failure of the waiting period under the HSR Act to expire or been
   terminated.  In such event, the Original Television Home Shopping


                                       3



<PAGE>
   Agreements and the Original Securities Related Agreements shall
   remain in full force and effect.

         8.    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
                           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.

         9.    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


                                       4



<PAGE>
   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.  

         10.   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.

         11.   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.  

         12.   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.

         13.   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.

         14.   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.

         15.   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.

         16.   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,
   without giving effect to the principles of conflicts of laws thereof. 

         17.   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


                                       5



<PAGE>
   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.

         18.   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.

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

         20.   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 JOHANDER           

   TITLE: Executive Vice President     TITLE: President


                                       6



<PAGE>
                                                               Exhibit A


                         ASSET PURCHASE AGREEMENT


         This Asset Purchase Agreement (this "Agreement") dated as of
   July 27, 1996, is made by and among Montgomery Ward Direct, L.P., a
   Delaware limited partnership ("Seller"), and ValueVision Direct
   Marketing Company, Inc., a Minnesota corporation ("Purchaser").


                              R E C I T A L S

         A.    Seller is engaged in the specialty direct-mail catalogue
   business (the "Business").

         B.    Seller desires to sell to Purchaser all of Seller's
   assets, properties and rights, other than the Excluded Assets, as
   herein defined (the "Purchased Assets"), and Purchaser desires to
   purchase the Purchased Assets, all on the terms and subject to the
   conditions contained in this 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
   hereto agree as follows:


                                 ARTICLE I

                        Purchase and Sale of Assets

         1.1   Agreement to Purchase and Sell.  On the terms and subject
   to the conditions contained in this Agreement, Purchaser agrees to
   purchase from Seller, and Seller agrees to sell to Purchaser, all of
   the Purchased Assets.   

         1.2   Enumeration of Purchased Assets.  The Purchased Assets
   shall include but are not limited to the following assets owned by
   Seller: 

               (a)   all cash on hand and in banks, and other
         depositaries but in any event in an amount not less than
         $4,000,000;

               (b)   all inventory, including, without limitation, raw
         materials, work in process, finished goods, service parts and
         supplies (collectively, the "Inventory"), including without
         limitation the Inventory listed on Schedule 1.2(b);

               (c)   all furniture, fixtures, equipment, machinery,
         parts, computer hardware, racks, pallets, automobiles and
         trucks and all other tangible personal property (other than the
         Inventory) (collectively, the "Equipment"), including without
         limitation the Equipment listed on Schedule 1.2(c);

               (d)   all leasehold interests in personal property leased
         to Seller (the "Leased Personalty"), including without
         limitation the Leased Personalty listed on Schedule 1.2(d);




<PAGE>
               (e)   Seller's entire leasehold interest as lessee of
         that certain real property commonly known as Interchange Tower,
         Suite 300, 600 South Highway 169, St. Louis Park, Minnesota
         55426 (the "Leased Premises");

               (f)   all trade accounts receivable, notes receivable,
         negotiable instruments and chattel paper (collectively, the
         "Accounts Receivable"), including without limitation the
         Accounts Receivable listed on Schedule 1.2(f);

               (g)   all claims and rights (and benefits arising
         therefrom) with or against all persons whomsoever to the extent
         they are legally transferable by Seller;

               (h)   all sales orders and sales contracts, purchase
         orders and purchase contracts, quotations and bids;

               (i)   all Intellectual Property (as herein defined), and
         all goodwill associated with the Intellectual Property;

               (j)   all license agreements, distribution agreements,
         sales representative agreements, service agreements, supply
         agreements, franchise agreements, computer software agreements
         and technical service agreements to the extent they are legally
         transferable by Seller;

               (k)   all customer lists, customer records and
         information;

               (l)   all insurance policies;

               (m)   all rights in connection with prepaid expenses with
         respect to the assets being sold hereunder;
    
               (n)   all letters of credit, if any, issued to Seller;
    
               (o)   all computer software, including all documentation
         and source codes with respect to such software and licenses and
         leases of software to the extent they are legally transferable
         by Seller;

               (p)   all sales and promotional materials, catalogues and
         advertising literature; 

               (q)   all rights of Seller under that certain Amended and
         Restated Services Agreement, dated as of June 5, 1996 between
         Seller and Fingerhut Corporation, a Minnesota corporation
         ("Fingerhut"); and

               (r)   all telephone numbers of Seller and all lock boxes
         to which Seller's account debtors remit payments.

         1.3   Excluded Assets.   The Excluded Assets shall consist of
   the following items: 

               (a)   all contracts with Seller's Affiliates (as herein
         defined);

               (b)   claims (and benefits to the extent they arise
         therefrom) that relate to liabilities other than the Assumed
         Liabilities (as herein defined) and assets other than the
         Purchased Assets;


                                       2



<PAGE>
               (c)   rights arising from prepaid expenses, if any, with
         respect to assets not being sold hereunder;

               (d)   tax refunds due from federal, state and local
         taxing authorities;

               (e)   Seller's rights under this Agreement;

               (f)   Seller's partnership agreement, minute and stock
         record books, and tax returns; and

               (g)   the service marks "Montgomery Ward" and "Montgomery
         Ward Direct".


                                ARTICLE II

                         Assumption of Liabilities


         2.1   Agreement to Assume.  At the Closing (as herein defined),
   Purchaser shall assume and agree to discharge and perform when due,
   the liabilities of Seller (and only those liabilities of Seller)
   which are enumerated in Section 2.2 (the "Assumed Liabilities").  All
   claims against and liabilities and obligations of Seller not
   specifically assumed by Purchaser pursuant to Section 2.2, including,
   without limitation, the liabilities enumerated in Section 2.3, are
   collectively referred to herein as the "Excluded Liabilities." 
   Seller shall promptly pay and discharge when due all of the Excluded
   Liabilities. 

         2.2   Description of Assumed Liabilities.  The Assumed
   Liabilities shall consist of the following liabilities of Seller:

               (a)   all liabilities of Seller incurred in the ordinary
         course of business which are reflected on or reserved against
         in the Interim Financial Statements (as herein defined) which
         have not been discharged on or prior to the date hereof, to the
         extent such liabilities are so reflected or reserved against;

               (b)  liabilities of the type described in paragraph (a)
         of this Section 2.1 which, in accordance with generally
         accepted accounting principles ("GAAP"), were required to be
         reflected on or reserved against in the Interim Financial
         Statements but which were not fully reflected on or fully
         reserved against, in an aggregate amount not in excess of
         $250,000;
    
               (c) all liabilities of Seller incurred in the ordinary
         course of business after the date of the Interim Financial
         Statements and prior to the date hereof which have not been
         discharged on or prior to the date hereof; and

               (d)   all executory liabilities of Seller under
         contracts, leases and other agreements which are included in
         the Purchased Assets and assigned to Purchaser.

         2.3   Excluded Liabilities.  Notwithstanding Section 2.2 (and
   without implication that Purchaser is assuming any liability not
   expressly excluded by this Section 2.3 and, where applicable, without
   implication that any of the following would constitute Assumed
   Liabilities but for the provisions of this Section 2.3), the


                                       3        



<PAGE>
   following claims against and liabilities of Seller are excluded and
   shall not be assumed or discharged by Purchaser:
    
               (a)   any liabilities to any of Seller's Affiliates;

               (b)   any liabilities for legal, accounting, audit and
         investment banking fees, brokerage commissions, and any other
         expenses incurred by Seller in connection with the negotiation
         and preparation of this Agreement and the sale of the Purchased
         Assets to Purchaser or negotiations or agreements with
         Fingerhut;

               (c)   any liabilities of Seller for taxes, other than for
         sales taxes collected from customers;

               (d)   any liability for or related to indebtedness of
         Seller to banks, financial institutions or other persons or
         entities with respect to borrowed money or otherwise; 

               (e)   any liabilities of Seller under those leases,
         contracts, insurance policies, commitments, sales orders,
         purchase orders and Permits which are not assigned to Purchaser
         pursuant to the provisions of this Agreement; 

               (f)   any liabilities of Seller in connection with or
         arising out of the transfer or assignment of any lease,
         contract, commitment, or other agreement, including, without
         limitation, under any computer software agreement;

               (g)   any liabilities of Seller under collective
         bargaining agreements pertaining to employees of Seller; any
         liabilities of Seller to pay severance benefits to employees of
         Seller whose employment is terminated prior to the Closing Date
         or in connection with or following the sale of the Purchased
         Assets pursuant to the provisions hereof; or any liability
         under any Federal or state civil rights or similar law, or the
         so-called "WARN Act", resulting from the termination of
         employment of employees;

               (h)   product warranty liabilities of Seller with respect
         to products shipped on or prior to the Closing Date and
         products constituting finished goods inventory as of the
         Closing Date, to the extent such liabilities are not reserved
         against on the Interim Financial Statements;

               (i)   liabilities with respect to returns or allowances
         of products which were sold on or prior to the Closing Date or
         which constitute finished goods inventory as of the Closing
         Date and liabilities with respect to recalls of products sold
         prior to the Closing Date, whether required by a governmental
         body or otherwise, to the extent not reserved against on the
         Interim Financial Statements;

               (j)   any claims against or liabilities of Seller for
         injury to or death of persons or damage to or destruction of
         property (including, without limitation, any workmen's
         compensation claim) regardless of when said claim or liability
         is asserted, including, without limitation, any claim or
         liability for consequential or punitive damages in connection
         with the foregoing, to the extent not reserved against on the
         Interim Financial Statements;


                                       4



<PAGE>
               (k)   any liabilities for medical, dental, and disability
         (both long-term and short-term) benefits, whether insured or
         self-insured, accruing or based upon exposure to conditions, or
         aggravation of disabilities or conditions in existence, on or
         prior to the Closing Date or for claims incurred or
         disabilities commencing on or prior to the Closing Date, and
         any liability for the foregoing, regardless of when accrued and
         regardless of when any condition existed, which arises by
         virtue of an employment relationship at any time with Seller;

               (l)   any liabilities arising out of or in connection
         with any of Seller's employee welfare and pension benefit
         (including profit sharing) plans;

               (m)   any bonus or other compensation payments to
         Seller's employees which are owed by reason of the sale of the
         Purchased Assets, and any liabilities for salaries, wages,
         bonuses, vacation pay and other compensation which are owed to
         employees of Seller;

               (n)   any liabilities arising out of or in connection
         with any violation of a statute or governmental rule,
         regulation or directive; and

               (o)   without limitation by the specific enumeration of
         the foregoing, any liabilities not expressly assumed by
         Purchaser pursuant to the provisions of Section 2.2. 

         2.4   No Expansion of Third Party Rights.  The assumption by
   Purchaser of the Assumed Liabilities shall not expand the rights or
   remedies of any third party against the Purchaser or the Seller as
   compared to the rights and remedies which such third party would have
   had against the Seller had the Purchaser not assumed the Assumed
   Liabilities.


                                ARTICLE III

               Consideration, Manner of Payment and Closing


         3.1   Consideration.  The consideration for the Purchased
   Assets shall consist of a Class P Warrant to purchase 1,484,993
   shares of common stock, $.01 par value, of Purchaser's parent,
   ValueVision International, Inc., a Minnesota corporation ("VVI"), in
   the form attached hereto as Exhibit A (the "Warrant"), plus the
   aggregate book amount of the Assumed Liabilities (the "Purchase
   Price").

         3.2   Time and Place of Closing.  The transactions contemplated
   by this Agreement shall be consummated (the "Closing") at 10:00 am at
   the offices of Altheimer & Gray, 10 South Wacker Drive, Suite 4000,
   Chicago, Illinois, 60606 on the date hereof.  The date on which the
   Closing occurs in accordance with the preceding sentence is referred
   to in this Agreement as the "Closing Date".  The Closing shall be
   effective for all purposes as of 12:01 a.m., Central Daylight Time,
   on the Closing Date.  

         3.3   Manner of Satisfaction of the Consideration.  At the
   Closing, Purchaser shall assume the Assumed Liabilities and deliver
   the Warrant to Seller.  The Warrant shall (i) be subject to the terms
   of an Amended and Restated Warrant Agreement, dated of even date


                                       5



<PAGE>
   herewith, between Montgomery Ward & Co., Incorporated, an Illinois
   corporation ("MW"), VVI and Purchaser, and (ii) have the benefits of
   an Amended and Restated Registration Rights Agreement, dated of even
   date herewith, between MW and VVI.

         3.4   Effect of Agreement.  This Agreement shall be effective
   to convey, transfer and assign the Purchased Assets to Purchaser, and
   for Purchaser to assume the Assumed Liabilities, without the
   necessity for any further instruments of transfer, conveyance or
   assumption.

         3.5   Allocation of Purchase Price.  The Purchase Price shall
   be allocated among the Purchased Assets in the manner required by
   Section 1060 of the Internal Revenue Code of 1986, as amended (the
   "Code").




                                ARTICLE IV

                      Representations and Warranties

         4.1   Purchaser's Representations and Warranties.  Purchaser
   represents and warrants to Seller that: 

               (a)   Purchaser is a corporation duly organized, existing
         and in good standing, under the laws of the State of Minnesota.

               (b)   Purchaser has full corporate power and authority to
         enter into and perform (x) this Agreement and (y) all documents
         and instruments to be executed by Purchaser pursuant to this
         Agreement (collectively, "Purchaser's Ancillary Documents"). 
         This Agreement has been, and Purchaser's Ancillary Documents
         will be, duly executed and delivered by duly authorized
         officers of Purchaser. 

               (c)   No consent, authorization, order or approval of, or
         filing or registration with, any governmental authority or
         other person is required for the execution and delivery by
         Purchaser of this Agreement and Purchaser's Ancillary
         Documents, and the consummation by Purchaser of the
         transactions contemplated by this Agreement and Purchaser's
         Ancillary Documents.

               (d)   Neither the execution and delivery of this
         Agreement and Purchaser's Ancillary Documents by Purchaser, nor
         the consummation by Purchaser of the transactions contemplated
         hereby, will conflict with or result in a breach of any of the
         terms, conditions or provisions of Purchaser's Articles of
         Incorporation or By-laws, or of any statute or administrative
         regulation, or of any order, writ, injunction, judgment or
         decree of any court or governmental authority or of any
         arbitration award.

               (e)   Purchaser is not a party to any unexpired,
         undischarged or unsatisfied written or oral contract,
         agreement, indenture, mortgage, debenture, note or other
         instrument under the terms of which performance by Purchaser
         according to the terms of this Agreement will be a default, or
         whereby timely performance by Purchaser according to the terms
         of this Agreement may be prohibited, prevented or delayed. 


                                       6



<PAGE>
               (f)   Neither Purchaser nor any of its Affiliates has
         dealt with any person or entity who is or may be entitled to a
         broker's commission, finder's fee, investment banker's fee or
         similar payment for arranging the transaction contemplated
         hereby or introducing the parties to each other.  As used
         herein, an "Affiliate" is any person or entity which controls a
         party to this Agreement, which that party controls, or which is
         under common control with that party.  "Control" means the
         power, direct or indirect, to direct or cause the direction of
         the management and policies of a person or entity through
         voting securities, contract or otherwise.

         4.2   Seller's Representations and Warranties.  Seller
   represents and warrants to Purchaser that, except as set forth in the
   schedule delivered by Seller to Purchaser concurrently herewith and
   identified as the "Disclosure Schedule":  

               (a)   Seller is a limited partnership duly organized,
         existing and in good standing under the laws of the State of
         Delaware.  Seller has all necessary partnership power and
         authority to conduct the Business as the Business is now being
         conducted.

               (b)   Seller has qualified as a foreign limited
         partnership, and is in good standing, under the laws of all
         jurisdictions where the nature of the Business or the nature or
         location of its assets requires such qualification and where
         the failure to so qualify would have a Material Adverse Effect
         (as herein defined).  For the purposes of this Agreement,
         "Material Adverse Effect" means a material adverse effect on
         the assets, liabilities, financial condition or results of
         operations of the Business, taken as a whole.

               (c)   Seller has full partnership power and authority to
         enter into and perform (x) this Agreement and (y) all documents
         and instruments to be executed by Seller pursuant to this
         Agreement (collectively, "Seller's Ancillary Documents").  This
         Agreement has been, and Seller's Ancillary Documents will be,
         duly executed and delivered by duly authorized officers of
         Seller. 

               (d)   No consent, authorization, order or approval of, or
         filing or registration with, any governmental authority or
         other person is required for the execution and delivery of this
         Agreement and Seller's Ancillary Documents and the consummation
         by Seller of the transactions contemplated by this Agreement
         and Seller's Ancillary Documents.

               (e)   Neither the execution and delivery of this
         Agreement and Seller's Ancillary Documents by Seller, nor the
         consummation by Seller of the transactions contemplated hereby,
         will conflict with or result in a breach of any of the terms,
         conditions or provisions of Seller's Agreement or Limited
         Partnership or of any statute or administrative regulation, or
         of any order, writ, injunction, judgment or decree of any court
         or any governmental authority or of any arbitration award.

               (f)   Copies of the balance sheet, statement of income
         and retained earnings, statement of cash flows, and notes to
         financial statements of Seller, as of and for the year ended
         December 29, 1995, and the unaudited balance sheet and
         statement of income of Seller as of and for the six month


                                       7



<PAGE>
         period ended June 28, 1996 (the "Interim Financial
         Statements"), are contained in the Disclosure Schedule.  Said
         financial statements present fairly, in all material respects,
         the financial position of Seller as of the dates thereof, and
         the results of operations and cash flow of Seller for the
         periods covered by said statements, in accordance with GAAP,
         consistently applied, except (x) as disclosed therein, (y) in
         the case of the Interim Financial Statements, for normal year-
         end adjustments, and (z) in the case of the Interim Financial
         Statements for the omission of footnote disclosures required by
         GAAP.

               (g)   Seller has good title to, and the partnership power
         to sell, the Purchased Assets, free and clear of any liens,
         claims, encumbrances and security interests, except for the
         following liens:  (i) statutory liens for taxes not yet due,
         (ii) liens of landlords, carriers, warehousemen, mechanics and
         materialmen for sums not yet due; (iii) liens incurred or
         deposits made in the ordinary course of business in connection
         with workers' compensation, unemployment insurance and the like
         or to secure other performance and obligations; and (iv) minor
         irregularities of title which do not in the aggregate
         materially detract from the value or use of the Purchased
         Assets.  The foregoing representation and warranty shall not
         apply to the Leased Premises.

               (h)   Since June 28, 1996, Seller has not:

                     (i)   sold or transferred any material portion of
               its assets or property, except for (A) sales of Inventory
               and (B) cash applied in payment of Seller's liabilities,
               in the usual and ordinary course of business; 

                   (ii)    suffered any material loss, or any material
               interruption in use, of any material assets or property
               (whether or not covered by insurance), on account of
               fire, flood, riot, strike or other hazard or Act of God;
    
                  (iii)    made or suffered any change in the conduct or
               nature of the Business which would, individually or in
               the aggregate, have a Material Adverse Effect;

                   (iv)    waived any material rights other than in the
               ordinary course of business;

                     (v)   paid or declared any distributions to its
               partners, or purchased or redeemed any of its partnership
               interests; 

                   (vi)    incurred any liability or obligation of any
               kind, other than in the ordinary course of business; or

                  (vii)    without limitation by the enumeration of any
               of the foregoing, entered into any material transaction
               other than in the usual and ordinary course of business.

               (i)   The Disclosure Schedule lists and describes all
         material contracts, leases, and agreements to which Seller is a
         party and which relate to the conduct of the Business,
         including, without limitation:  employment and employment
         related agreements; covenants not to compete; loan agreements;
         notes; security agreements; sales representative, distribution,


                                       8



<PAGE>
         franchise, advertising and similar agreements; leases and
         subleases of Leased Personalty or the Leased Premises; license
         agreements; purchase orders and purchase contracts and sales
         orders and sales contracts.  All contracts, leases, subleases
         and other instruments referred to in this paragraph 4.3(i) are
         binding upon the parties thereto.  No default by Seller has
         occurred thereunder and, to Seller's knowledge, no default by
         the other contracting parties has occurred thereunder, which
         default would, individually or in the aggregate, have a
         Material Adverse Effect.

               (j)   Seller is not a party to, or bound by, any
         unexpired, undischarged or unsatisfied written contract,
         agreement, indenture, mortgage, debenture, note or other
         instrument under the terms of which performance by Seller
         according to the terms of this Agreement will be a default or
         an event of acceleration, which default or acceleration would,
         individually or in the aggregate, have a Material Adverse
         Effect, or whereby timely performance by Seller according to
         the terms of this Agreement may be prohibited, prevented or
         delayed. 

               (k)   Seller possesses all licenses, permits,
         registration and governmental approvals (the "Permits") which
         are required in order for the Seller to conduct the Business as
         presently conducted where the failure to possess such Permits
         would have a Material Adverse Effect.  The Disclosure Schedule
         contains a complete list of all Permits issued to Seller.

               (l)   There is no litigation or proceeding, in law or in
         equity, and there are no proceedings or governmental
         investigations before any commission or other administrative
         authority, pending, or, to Seller's knowledge, overtly
         threatened, against Seller or its Affiliates, or with respect
         to the consummation of the transaction contemplated hereby, or
         the use of the Purchased Assets (whether used by Purchaser
         after the Closing or by Seller prior thereto) which if decided
         adversely to Seller would have a Material Adverse Effect.

               (m)   Seller is not in violation of, or delinquent in
         respect to, any decree, order or arbitration award or law,
         statute, or regulation of or agreement with, or Permit from,
         any Federal, state or local governmental authority (or to which
         its properties, assets, personnel, business activities or the
         Leased Premises are subject or to which it, itself, is
         subject), including, without limitation, laws, statutes and
         regulations relating to equal employment opportunities, fair
         employment practices, and discrimination, which violation or
         delinquency would have a Material Adverse Effect.

               (n)   The Leased Premises are leased to Seller pursuant
         to written leases, copies of which are attached to the
         Disclosure Schedule.  Seller is not in default under any
         material term of any agreement relating to the Leased Premises
         nor, to Seller's knowledge, is any other party thereto in
         material default thereunder.

               (o)   Each material (i) trademark, service mark, slogan,
         trade name, trade dress and the like (collectively with the
         associated goodwill of each, "Trademarks"), including
         information regarding each registration and pending application
         to register any such Trademarks; (ii) common law Trademark;


                                       9



<PAGE>
         (iii) patent on and pending application to patent any
         technology or design; (iv) registration of and application to
         register any copyright; and (v) license of rights in computer
         software, Trademarks, patents, copyrights, unpatented
         formulations, and know-how, whether to or by Seller, is listed
         in the Disclosure Schedule.  The scheduled rights are referred
         to herein collectively as the "Intellectual Property".

               (p)   Seller has no knowledge:  (i) that any other person
         or entity claims the right to use in connection with similar or
         closely related goods and in the same geographic area, any mark
         which is identical or confusingly similar to any of the
         Trademarks; (ii) of any claim that any third party asserts
         ownership rights in any of the Intellectual Property; (iii) of
         any claim that Seller's use of any Intellectual Property
         infringes any right of any third party; and (iv) that any third
         party is infringing any of Seller's rights in any of the
         Intellectual Property.

               (q)   Neither Seller, nor any of its Affiliates, has
         dealt with any person or entity who is or may be entitled to a
         broker's commission, finder's fee, investment banker's fee or
         similar payment from Purchaser for arranging the transaction
         contemplated hereby or introducing the parties to each other.

         4.3   Limitation on Warranties.  Except as expressly set forth
   in Section 4.2, Seller makes no express or implied warranty of any
   kind whatsoever, including, without limitation, any representation as
   to physical condition or value of any of the Purchased Assets or the
   future profitability or future earnings performance of the Business. 
   ALL IMPLIED WARRANTIES OF MERCHANTABILITY AND FITNESS FOR A
   PARTICULAR PURPOSE ARE EXPRESSLY EXCLUDED.

         4.4   Definition of Knowledge.  For the purposes of this
   Agreement, the knowledge of Seller shall be deemed to be limited to
   the actual knowledge as of the Closing Date of Bernard F. Brennan,
   John W. Workman, Spencer H. Heine and Philip Hartung, without giving
   effect to imputed knowledge.


                                 ARTICLE V

                          Post-Closing Agreements

         5.1   Post-Closing Agreements.  From and after the Closing, the
   parties shall have the respective rights and obligations which are
   set forth in the remainder of this Article V.

         5.2   Inspection of Records.  Seller and Purchaser shall each
   make their respective books and records (including work papers in the
   possession of their respective accountants) available for inspection
   by the other party, or by its duly accredited representatives, for
   reasonable business purposes at all reasonable times during normal
   business hours, for a seven (7) year period after the Closing Date,
   with respect to all transactions occurring prior to and those
   relating to the Closing, the historical financial condition, results
   of operations and cash flows of Seller, or the Assumed Liabilities. 
   As used in this Section 5.2, the right of inspection includes the
   right to make extracts or copies.  The representatives of a party
   inspecting the records of the other party shall be reasonably
   satisfactory to the other party.   


                                      10



<PAGE>
         5.3   Payments of Accounts Receivable.  In the event Seller
   shall receive any instrument of payment of any of the Accounts
   Receivable, Seller shall forthwith deliver it to Purchaser, endorsed
   where necessary, without recourse, in favor of Purchaser.

         5.4   Products Liability Insurance.  For a period of five years
   commencing on the Closing Date, Purchaser shall maintain policies of
   products liability insurance naming Seller as an additional insured
   and covering the operations of the Business with coverages and limits
   which are comparable to those maintained from time to time by
   Purchaser with respect to its own business.

         5.5   Non-Assignment.  Notwithstanding any provision to the
   contrary contained herein, Seller shall not be obligated to assign to
   Purchaser any contract, purchase order, sales order, lease or other
   instrument which provides that it may not be assigned without the
   consent of the other party thereto and for which such consent is not
   obtained, but in any such event, Seller shall cooperate with
   Purchaser in any reasonable arrangement designed to provide the
   benefits thereof to Purchaser.  

         5.6   Further Assurances.  The parties shall execute such
   further documents, and perform such further acts, as may be necessary
   to transfer and convey the Purchased Assets to Purchaser, on the
   terms herein contained, and to otherwise comply with the terms of
   this Agreement and consummate the transaction contemplated hereby.

         5.7   Right of Endorsement, Etc.  Effective upon the Closing,
   Seller hereby constitutes and appoints Purchaser and its successors
   and assigns, the true and lawful attorney of Seller with full power
   of substitution, in the name of Purchaser, or the name of the Seller,
   on behalf of and for the benefit of Purchaser, to collect all items
   being sold, transferred, conveyed and assigned to Purchaser as
   provided herein, to endorse, without recourse, notes and other
   instruments constituting or relating to the Assets in the name of the
   Seller, to institute and prosecute, in the name of the Seller or
   otherwise, all proceedings which Purchaser may deem proper in order
   to collect, assert or enforce any claim, right or title of any kind
   in or to the Purchased Assets, to defend and compromise any and all
   actions, suits or proceedings in respect of any of the Purchased
   Assets and to do all such acts and things in relation thereto as
   Purchaser may deem advisable.  The foregoing powers are coupled with
   an interest and shall be irrevocable by Seller, directly or
   indirectly, whether by the dissolution of the Seller or in any manner
   or for any reason.


                                ARTICLE VI

                           Intentionally Omitted


                                ARTICLE VII

                              Indemnification

         7.1   General.  From and after the Closing, the parties shall
   indemnify each other as provided in this Article VII.  As used in
   this Agreement, the term "Damages" shall mean all liabilities,
   demands, claims, actions or causes of action, regulatory, legislative
   or judicial proceedings or investigations, assessments, levies,
   losses, fines, penalties, damages, costs and expenses, including,


                                      11



<PAGE>
   without limitation, reasonable attorneys', accountants',
   investigators', and experts' fees and expenses, sustained or incurred
   in connection with the defense or investigation thereof.

         7.2   Indemnification Obligations of Seller.  Subject to the
   provisions of Section 7.3, Seller shall indemnify, save and keep
   harmless Purchaser and its successors and permitted assigns
   ("Purchaser Indemnitees") against and from all Damages sustained or
   incurred by any of them resulting from or arising out of or by virtue
   of:

               (a)   any material inaccuracy in or breach of any
         representation and warranty made by Seller in this Agreement or
         in any closing document delivered to Purchaser in connection
         with this Agreement;

               (b)   any material breach by Seller of, or failure by
         Seller to comply with, any of its covenants or obligations
         under this Agreement (including, without limitation, its
         obligations under this Article VII); and

               (c)   the failure to discharge any liability or
         obligation of Seller other than the Assumed Liabilities.

         7.2   Limitation on Seller's Indemnification Obligations.
   Seller's obligations pursuant to the provisions of Section 7.2 are
   subject to the following limitations: 

               (a)   the Purchaser Indemnitees shall not be entitled to
         recover under Section 7.2(a):  (i) until the total amount which
         Purchaser would recover under Section 7.2(a), but for this
         Section 7.3(a), exceeds $100,000, and then only for the excess
         over $100,000; (ii) unless a claim for Damages has been
         asserted by written notice, specifying the details of the
         alleged misrepresentation or breach of warranty, delivered to
         Seller prior to April 1, 1998; or (iii) if at or before the
         time of Closing Mark Payne or Stuart Romenesko had actual
         knowledge of the misrepresentation or breach of warranty;

               (b)   the Purchaser Indemnitees shall not be entitled to
         recover under Section 7.2(b) or (c) hereof if indemnification
         is also available under Section 7.2(a) hereof;

               (c)   the Purchaser Indemnitees shall not be entitled to
         recover under Section 7.2:

                   (i)     WITH RESPECT TO CONSEQUENTIAL DAMAGES,
               INCLUDING CONSEQUENTIAL DAMAGES CONSISTING OF BUSINESS
               INTERRUPTION OR LOST PROFITS, OR WITH RESPECT TO PUNITIVE
               DAMAGES;

                  (ii)     to the extent aggregate Damages under Section
               7.3(a) exceed $10,000,000; and

                   (iii)   to the extent the Damages are covered by
               insurance (including title insurance) held by Purchaser.

         7.4   Purchaser's Indemnification Covenants.  Purchaser shall
   indemnify, save and keep harmless Seller and its successors and
   permitted assigns against and from all Damages sustained or incurred
   by any of them resulting from or arising out of or by virtue of:


                                      12



<PAGE>
               (a)   any material inaccuracy in or breach of any
         representation and warranty made by Purchaser in this Agreement
         or in any closing document delivered to Seller in connection
         with this Agreement;

               (b)   any material breach by Purchaser of, or failure by
         Purchaser to comply with, any of its covenants or obligations
         under this Agreement (including, without limitation, its
         obligations under this Article VII); or

               (c)   Purchaser's failure to pay, discharge and perform
         any of the Assumed Liabilities.

         7.5    Indemnification Exclusive Remedy.  Indemnification
   pursuant to the provisions of this Article VII shall be the exclusive
   remedy of the parties for any misrepresentation or breach of any
   warranty or covenant contained herein or in any closing document
   executed and delivered pursuant to the provisions hereof with respect
   to any matter which is the subject of this Article VII.  Without
   limiting the generality of the preceding sentence, no legal action
   sounding in tort or strict liability may be maintained by any party.


                               ARTICLE VIII

                               Miscellaneous

         8.1   References.  The following terms are defined in the
   Agreement:

               Term                                      Section
               Accounts Receivable                       1.2(f)
               Affiliate                                 4.1(f)
               Agreement                                 Preamble
               Assumed Liabilities                       2.1
               Business                                  Recitals
               Closing                                   3.2
               Closing Date                              3.2
               Code                                      3.5
               Control                                   4.1(f)
               Damages                                   7.1
               Disclosure Schedule                       4.2
               Employee(s)                               6.1
               Equipment                                 1.2(b)
               ERISA                                     6.2
               GAAP                                      2.2(a)
               Intellectual Property                     4.2(o)
               Interim Financial Statements              4.2(f)
               Inventory                                 1.2(b)
               Leased Personalty                         1.2(d)
               Leased Premises                           1.2(e)
               Material Adverse Effect                   4.2(b)
               MW                                        3.3
               Permits                                   4.2(k)
               Purchased Assets                          Recitals
               Purchase Price                            3.1
               Purchaser                                 Preamble
               Purchaser Indemnitees                     7.2
               Purchaser's Ancillary Documents           4.1(b)
               Seller                                    Preamble
               Seller's Ancillary Documents              4.2(c)


                                      13



<PAGE>
               VVI                                       3.1
               Trademarks                                4.2(o)
               Warrant                                   3.1
               Welfare Plans                             6.2

         8.2  Sales and Transfer Taxes.  Purchaser shall pay all sales,
   use, transfer and conveyance taxes arising in connection with the
   sale and transfer of the Purchased Assets to Purchaser pursuant to
   this Agreement. 

         8.3   Publicity.  Except as otherwise required by law, press
   releases concerning this transaction shall be made only with the
   prior agreement of the Seller and Purchaser.   

         8.4   Notices.  All notices required or permitted to be given
   hereunder shall be in writing and may be delivered by hand, by
   facsimile, by nationally recognized private courier, or by United
   States mail.  Notices delivered by mail shall be deemed given three
   (3) business days after being deposited in the United States mail,
   postage prepaid, registered or certified mail.  Notices delivered by
   hand by facsimile, or by nationally recognized private carrier shall
   be deemed given on the first business day following receipt;
   provided, however, that a notice delivered by facsimile shall only be
   effective if such notice is also delivered by hand, or deposited in
   the United States mail, postage prepaid, registered or certified
   mail, on or before two (2) business days after its delivery by
   facsimile.  All notices shall be addressed as follows:

                     If to Seller,
                     addressed to:

                     Montgomery Ward Direct, L.P.
                     Interchange Tower, Suite 300
                     600 South Highway 169
                     St. Louis Park, Minnesota 55426
                     Attention:  Chief Executive Officer

                     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 Purchaser,
                     addressed to:

                     ValueVision International, Inc.
                     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


                                      14



<PAGE>
   and/or to such other respective addresses and/or addressees as may be
   designated by notice given in accordance with the provisions of this
   Section 8.4. 

         8.5   Expenses.  Each party hereto shall bear all fees and
   expenses incurred by such party in connection with, relating to or
   arising out of the execution, delivery and performance of this
   Agreement and the consummation of the transaction contemplated
   hereby, including, without limitation, attorneys', accountants' and
   other professional fees and expenses. 

         8.6   Entire Agreement.  This Agreement and the instruments to
   be delivered by the parties pursuant hereto constitute the entire
   agreement between the parties.  Each exhibit and the Disclosure
   Schedule shall be considered incorporated into this Agreement.  Any
   matter which is disclosed in any portion of the Disclosure Schedule
   is deemed to have been disclosed for the purposes of all relevant
   provisions of this Agreement.  The inclusion of any item in the
   Disclosure Schedule is not evidence of the materiality of such item
   for the purposes of this Agreement and Seller's Ancillary Documents. 
   The parties make no representations or warranties to 
   each other, except as contained in this Agreement.  Purchaser
   acknowledges that it has conducted an independent investigation of
   the financial condition, assets, liabilities, properties and
   projected operations of the Business in making its determination as
   to the propriety of the transaction contemplated by this Agreement,
   and in entering into this Agreement has relied solely on the results
   of said investigation and on the representations and warranties of
   Seller expressly contained in this Agreement.

         8.7   Non-Waiver.  The failure in any one or more instances of
   a party to insist upon performance of any of the terms, covenants or
   conditions of this Agreement, to exercise any right or privilege in
   this Agreement conferred, or the waiver by said party of any breach
   of any of the terms, covenants or conditions of this Agreement, shall
   not be construed as a subsequent waiver of any such terms, covenants,
   conditions, rights or privileges, but the same shall continue and
   remain in full force and effect as if no such forbearance or waiver
   had occurred.  No waiver shall be effective unless it is in writing
   and signed by an authorized representative of the waiving party.

         8.8   Applicable Law.  This Agreement shall be governed and
   controlled as to validity, enforcement, interpretation, construction,
   effect and in all other respects by the internal laws of the State of
   Illinois applicable to contracts made in that State.

         8.9   Binding Effect; Benefit.  This Agreement shall inure to
   the benefit of and be binding upon the parties hereto, and their
   successors and permitted assigns.  Nothing in this Agreement, express
   or implied, is intended to confer on any person other than the
   parties hereto, and their respective successors and permitted assigns
   any rights, remedies, obligations or liabilities under or by reason
   of this Agreement, including, without limitation, third party
   beneficiary rights.

       8.10    Assignability.  This Agreement shall not be assignable by
   either party without the prior written consent of the other party.

       8.11    Amendments.  This Agreement shall not be modified or
   amended except pursuant to an instrument in writing executed and
   delivered on behalf of each of the parties hereto.


                                      15



<PAGE>
       8.12    Headings.  The headings contained in this Agreement are
   for convenience of reference only and shall not affect the meaning or
   interpretation of this Agreement.

         IN WITNESS WHEREOF, the parties have executed this Agreement on
   the date first above written.
                                          SELLER:

                                          MONTGOMERY WARD DIRECT, L.P.

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

                                                By:               
                                                Its:              

                                          PURCHASER:

                                          VALUEVISION DIRECT MARKETING
                                                 COMPANY, INC.

                                          By:                     
                                          Its:                    


                                      16



<PAGE>
                                 EXHIBIT A


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

   Series P                             Certificate for _______ Warrants


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


   THIS CERTIFIES that __________________________________, 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 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






<PAGE>
   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 __ day of September, 1996.

                                       VALUEVISION INTERNATIONAL, INC.


                                       By:                              
                                       Its:                             


                                       2



<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>
                                                               Exhibit B


                 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 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.






<PAGE>
               (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.

               (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.


                                       2



<PAGE>
               (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. 

               (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


                                       3



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

               (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
               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,


                                       4



<PAGE>
               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

                     (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.


                                       5



<PAGE>
               (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 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.

         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:


                                       6



<PAGE>
               (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 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


                                       7



<PAGE>
         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.

               (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


                                       8



<PAGE>
   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 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 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


                                       9



<PAGE>
         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 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


                                      10



<PAGE>
               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.

         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.


                                      11



<PAGE>
               (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 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 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,


                                      12



<PAGE>
         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,
         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.


                                      13



<PAGE>
         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 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.



                                      14



<PAGE>
               (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;

                     (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


                                      15



<PAGE>
               performance in any material respect of 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 

                  (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


                                      16



<PAGE>
      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 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:


                                      17



<PAGE>
                  (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.

   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-


                                      18



<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 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


                                      19



<PAGE>
            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 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


                                      20



<PAGE>
      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
      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 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


                                      21



<PAGE>
   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.
                        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


                                      22



<PAGE>
   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 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


                                      23



<PAGE>
   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.  

      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 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.


                                      24



<PAGE>
      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.

      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:___________________________     BY:________________________            

   TITLE:________________________     TITLE:_____________________             


   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.


   ______________________________             __________________________      
      Robert L. Johander                         Nicholas M. Jaksich


                                      25



<PAGE>
                                                               Exhibit C


                                 AGREEMENT


      THIS AGREEMENT is made as of July 27, 1996 between Signature
   Financial/Marketing, Inc., a Delaware corporation ("Signature") and
   ValueVision International, Inc., a Minnesota corporation ("VVI"),
   which term shall include VVI's Affiliates.

                             R E  C I T A L S

      A.  Signature and its subsidiaries are subsidiaries of Montgomery
   Ward & Co., Incorporated, an Illinois corporation ("MW").  Signature
   and its subsidiaries are referred to herein collectively as the
   "Signature Companies".

      B.  Pursuant to an Asset Purchase Agreement of even date herewith,
   Montgomery Ward Direct, L.P., a Delaware limited partnership which is
   a wholly owned subsidiary of MW ("MWD") is selling, and ValueVision
   Direct Marketing Company, Inc., a Minnesota corporation which is a
   wholly owned subsidiary of VVI is purchasing, substantially all of
   the assets of MWD.  Following the purchase of such assets, VVI will
   engage in a direct-mail and catalog business using certain service
   marks of MW and offering MW's private label credit card, pursuant to
   an Amended and Restated Operating Agreement of even date herewith
   between MW and VVI (the "Amended and Restated Operating Agreement"). 
   Capitalized terms which are not otherwise defined herein shall have
   the meanings ascribed to them in the Amended and Restated Operating
   Agreement.

      C.  VVI desires that the Signature Companies provide certain
   services to VVI in connection with the VVI Catalog Business, and
   Signature desires to cause the Signature Companies to provide such
   services.

      D.  Signature desires that, in connection with both Television
   Home Shopping and the VVI Catalog Business, VVI promote both the use
   of the Card and credit protection programs offered from time to time
   by the Signature Companies, and VVI is willing to do so.

                            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 agree
   as follows:

      1.  List Support Services.  For a period of three years,
   commencing on the date hereof, Signature shall cause the Signature
   Companies to provide the following list support services to VVI for
   the benefit of the VVI Catalog Business (collectively, "Services"):

            (a)  the Signature Companies will provide list selection
      support for the VVI Catalog Business, consisting of the following:

                  (i) prospecting for new buyers from the marketing
            activity file;

                  (ii) selections of existing catalog buyers to
            stimulate repeat purchasing, from the catalog buyer file
            which presently is maintained for MWD by Fingerhut
            Companies, Inc.;






<PAGE>
                  (iii) assistance in selection of potential catalog
            buyers from customer lists rented or otherwise obtained by
            VVI;

                  (iv) supplying marketing activity file and Cardholder
            extract file data to VVI for its own research, modeling and
            analysis, including the merge/purge of the data with VVI's
            data file; and

                  (v) consulting with VVI employees related to any
            modeling or research that VVI may conduct on its own.

      List selection support shall include selection of promotable
      accounts, elimination of do not solicits, merge/purge across
      lists, application of scoring systems, and creation of final
      output files.  VVI will provide criteria to the Signature
      Companies from time to time in order for the Signature Companies
      to generate mailing lists meeting VVI's criteria.  Signature will
      provide a magnetic tape or disc, on a monthly basis, in machine
      readable form, for use by VVI in mailing catalogs to customers and
      prospective customers in accordance with the rights granted under
      the Operating Agreement and the Related Agreements.  Such list
      selection  support shall be of a nature comparable to that which
      Signature provides itself in the conduct of its own businesses;

            (b)  the Signature Companies will provide such research
      support for the VVI Catalog Business as VVI shall reasonably
      require, including creation of scoring systems, back-end analysis
      of mailings, and recommendations of file depth for scored
      mailings.  Research will also include special analyses such as
      merchandise cross shopping habits or frequency of purchase across
      cardholders.  Such research support shall be in the form of
      written reports or analyses of data in a form comparable to that
      used by Signature in the conduct of its own businesses;

            (c)  in providing Services for VVI, Signature shall use the
      same standard of care as it uses with respect to the processing of
      its own data of similar kinds.  Signature shall use its existing
      data processing systems for the provision of Services and shall
      not be required to acquire any additional computer hardware or
      software.  Signature shall provide the services of trained
      associates, who shall devote substantially all of their business
      time and attention to the performance of Services pursuant to this
      Agreement.  Signature presently estimates that the services of
      four associates shall be required for the performance of Services,
      but staffing levels shall be in Signature's sole discretion;

            (d)  as compensation for the Services to be rendered
      pursuant to this paragraph 1, VVI shall reimburse Signature for
      its out of pocket costs for performing such Services, including
      (i) salaries or wages, fringe benefits and employment taxes with
      respect to associates dedicated to the performance of Services,
      (ii) any necessary travel or other out of pocket expenses, (iii)
      costs of media and postage, and (iv) cost of data overlays. 
      Signature shall provide monthly invoices to VVI, setting forth the
      amounts of such costs in reasonable detail with respect to the
      previous month.  Terms of payment of such invoices shall be net 30
      days from the invoice dates.  In the event VVI shall fail to pay
      any invoice when due, and such failure shall continue for a period
      of 30 days after Signature shall have delivered written notice to
      VVI, Signature shall have the right to suspend the furnishing of
      Services until such delinquency has been cured.


                                       2



<PAGE>
      2.  Credit Insurance Products.  In connection with the VVI Catalog
   Business and Television Home Shopping, Signature shall make available
   for sale by VVI from time to time those credit insurance products
   which Signature deems appropriate, and shall provide to VVI, without
   charge, a reasonable number of copies of all literature used
   generally by Signature in connection with the promotion of such
   insurance products for use by VVI in catalog mailings to its
   customers.  Signature shall have the sole right to approve any
   application for a credit insurance product procured by VVI.  VVI
   shall refer all such customers who express an interest in purchasing
   credit insurance to a licensed insurance agent (who may be an
   employee of one of the Signature Companies) for the sale of such
   credit insurance product.  For each approved application for such a
   credit insurance product, Signature shall cause one of the Signature
   Companies to pay to VVI the sum of $25.  Such payments shall be made
   monthly with respect to applications accepted during the preceding
   month.

      3.  Card Solicitations.  Pursuant to the Restated Receivables Sale
   and Purchase Agreement, VVI shall have the right to offer the use of
   the Card to prospective purchasers of Product through Television Home
   Shopping or the VVI Catalog Business.  For each approved application
   for a Card which VVI shall procure, Signature shall cause one of the
   Signature Companies to pay to VVI the sum of $5.  Such payments shall
   be made monthly with respect to applications approved during the
   preceding month.

      4.  Term.  Subject to the remainder of this paragraph 4, the
   provisions of paragraphs 2 and 3 shall continue in effect for the
   duration of the Term.  In the event the Operating Agreement shall be
   terminated for any reason prior to the end of the Term, this
   Agreement shall terminate concurrently with the termination of the
   Operating Agreement.  No termination of this Agreement shall affect
   any rights which arose prior to termination.

      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
                        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 Signature:

                        Signature Financial/Marketing, Inc.
                        200 N. Martingale Road


                                       3



<PAGE>
                        Schaumburg, Illinois 60173-2096
                        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 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 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.  

      7.    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 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.

      8.    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


                                       4



<PAGE>
   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.

      9.    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.  

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

      11.   Entire Agreement.  This Agreement 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.

      12.   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.

      13.   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.

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

      15.   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.

      16.   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. 
   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


                                       5



<PAGE>
   assignment and any assignment made in contravention of this Section
   16 shall be null and void.

      17.   Time.  Time is to be considered of the essence for the
   purposes of this Agreement.

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

      19.   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.

   SIGNATURE FINANCIAL/MARKETING, INC.    VALUEVISION INTERNATIONAL,
                                          INC.


   BY:___________________________     BY:__________________________          

   TITLE:________________________     TITLE:_______________________     


                                       6



<PAGE>
                                                               Exhibit D



            AMENDED AND RESTATED SERVICEMARK LICENSE AGREEMENT



      THIS AMENDED AND RESTATED SERVICEMARK LICENSE AGREEMENT is made as
   of this 27th day of July, 1996, by and 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 Servicemark License Agreement,
   dated as of March 13, 1995 (the "Original Servicemark Agreement"). 
   The Original Agreement was entered into in connection with an
   Operating Agreement of even date herewith (the "Original Operating
   Agreement").  The Original Servicemark Agreement granted to VVI a
   license to use the "Marks" (as defined in the Original Servicemark
   Agreement) in connection with VVI's television home shopping
   business.

      B.  Pursuant to a Restructuring Agreement of even date herewith
   (the "Restructuring Agreement"), a wholly owned subsidiary of VVI
   will purchase substantially all of the assets of Montgomery Ward
   Direct, L.P., a Delaware limited partnership which is a wholly owned
   subsidiary of MW ("MWD").  MWD has been engaged in the direct-mail
   business.

      C.  Pursuant to the Restructuring Agreement, the Original
   Operating Agreement is being amended and restated, effective as of
   the date hereof, to take into account the acquisition of the assets
   of MWD and its entry into the direct-mail business (the "Amended and
   Restated Operating Agreement").

      D.  As contemplated by the Restructuring Agreement, the parties
   desire to amend and restate the Original Servicemark Agreement to
   reflect the acquisition of the assets of MWD and the effects of the
   amendment and restatement of the Original Operating Agreement. 
   Capitalized terms which are not otherwise defined herein shall have
   the meanings ascribed to them in the Amended and Restated Operating
   Agreement.

                            A G R E E M E N T S

      NOW, THEREFORE, for good and valuable consideration, the receipt
   and sufficiency of which is hereby acknowledged by the parties, the
   Original Servicemark Agreement is hereby amended and restated to read
   as follows:


                             I.  LICENSE GRANT

      Section 1.1  The License.  During the term of this Servicemark
   License Agreement, and subject to the terms and conditions hereof, MW
   hereby grants to VVI the non-exclusive (except to the extent set
   forth in the Amended and Restated Operating Agreement),
   nontransferable, nonassignable and royalty-free right and license,
   without the right to grant sublicenses to any party, to use the
   "Marks", as hereinafter defined, solely in the conduct of the
   "Permitted Business", as herein defined, throughout the "Territory",
   as hereinafter defined.  For the purposes hereof, the term "Marks"






<PAGE>
   shall include any future stylized versions of any of the Marks which
   MW (or, in the case of the "Lechmere" Mark, Lechmere, Inc.) may
   hereafter adopt.  In connection with VVI's television home shopping
   business, MW authorizes any cable system, television station, or
   other cable or broadcast television outlet to which VVI provides
   programming in accordance with this Servicemark License Agreement to
   transmit such programming to its subscribers or viewers.  For
   purposes of this Servicemark License Agreement:

            (a) the capitalized term "Marks" shall mean, collectively
      and individually as the context may require, the MW Mark, as
      herein defined, and the "Auxiliary Marks", as herein defined; 

            (b) the capitalized term "MW Mark" shall mean the
      servicemark "Montgomery Ward", which is registered with the United
      States Patent Office as No. 1,170,705; 

            (c) the capitalized term "Auxiliary Marks" shall mean the
      servicemarks set forth on Exhibit A hereof, which may be amended
      from time to time upon mutual agreement of the parties; 

            (d) the capitalized term "Permitted Business" shall mean
      "Television Home Shopping" and "Catalog Activities", as such terms
      are defined in the Amended and Restated Operating Agreement; and 

            (e) the capitalized term "Territory" shall mean (x), with
      respect to Television Home Shopping, the United States of America,
      its territories and possessions, and (y) with respect to Catalog
      Activities, the world.  

   Notwithstanding anything to the contrary contained herein or in the
   Amended and Restated Operating Agreement, MW acknowledges that
   because of the satellite footprint, VVI's Television Home Shopping
   programming may be received outside of the Territory in portions of
   Canada and Mexico, and MW further acknowledges and agrees that VVI
   shall not be in violation hereof simply by virtue of the reception of
   VVI's programming in such locations outside of the Territory.

      Section 1.2  Use of the MW Mark.  The MW Mark shall be used in any
   case in which VVI promotes to its viewers or customers the use of the
   Card for the making of purchases.  As agreed between MW and VVI, VVI
   shall display the Marks in connection with Television Home Shopping
   for other purposes as well, such as an acknowledgment that a
   programming segment has been produced "in cooperation with" MW or as
   the name of a programming segment, such as a program entitled
   "Electric Ave. & More".


                              II.  OWNERSHIP

      Section 2.1  VVI Acknowledgment. VVI acknowledges (i) that MW is
   the owner of the entire right, title and interest to and in the
   Marks, including any inurements thereto, subject to any licenses that
   MW has previously granted; and (ii) the validity of MW's title to the
   Marks.  VVI agrees not to challenge or cooperate in challenging MW's
   rights in the Marks, and, in connection therewith, VVI further
   covenants and agrees that it shall not do any of the following:

            (a)   use the Marks or marks confusingly similar thereto, in
      connection with the packaging, use, advertising, sale or
      distribution of any merchandise or services other than as


                                       2



<PAGE>
      permitted by this Agreement in connection with the conduct of the
      Permitted Business; 

            (b)   apply for or seek registration anywhere at any time of
      the Marks or marks confusingly similar thereto or assist any third
      party in doing so (it being agreed that, when called upon in
      writing by MW within a reasonable time after MW first learns of
      the registration or use by VVI of words or marks that are
      confusingly similar to the Marks, VVI shall, at the election and
      expense of MW, either assign to MW in writing any rights which it
      might have therein or release and cancel any rights of record
      which it might have therein); or

            (c)   use the Marks or any components or any words or marks
      confusingly similar thereto, in any corporate, partnership or
      trade name.  

   Nothing in this Section 2.1 is intended to give MW greater rights to
   the Marks than are otherwise available to it under the Lanham Act, or
   any other statutory or common law relating to marks or tradenames.

      Section 2.2  MW Acknowledgment.  MW shall not use or claim any
   rights in any mark used by VVI in connection with the Permitted
   Business, other than the Marks, other marks to which MW has rights,
   and marks that are confusingly similar to the foregoing.

                              III.  LABELING

      Section 3.1  Legends.  VVI shall, to the extent reasonably
   specified by MW, accompany the use of the Marks with such legends as
   may be reasonably required or desired for protecting the Marks or
   other purposes relating to this Amended and Restated Servicemark
   License Agreement.

      Section 3.2  Specifications.  VVI shall comply with MW's
   reasonable written specifications as to VVI's affixation, colors, and
   means of displaying the Marks.  MW shall contemporaneously herewith
   provide VVI with MW's written specifications as to VVI's affixation,
   colors and means of displaying the Marks.  MW shall provide VVI with
   not less than forty-five (45) days advance written notice of any
   changes to said specifications.  VVI may continue to follow prior
   specifications during said forty-five (45) days or until VVI has
   consumed all materials prepared in accordance with said prior
   specifications, whichever first occurs; provided, however, that MW
   may purchase said materials from VVI at VVI's cost for said
   materials.  The cost of preparation of any items required to comply
   with revised MW specifications which are not consumable shall be
   borne as agreed by the parties.

                    IV.  QUALITY CONTROL AND COVENANTS
                                  OF VVI

      Section 4.1  Standards.  In connection with the use by VVI of the
   Marks in the Permitted Business, VVI expressly recognizes the
   importance to MW of MW's reputation and goodwill and of maintaining
   high, uniformly applied standards of quality in the selection,
   provision, advertising, marketing and distribution of merchandise. 
   Accordingly, VVI agrees that it shall:

            (a)   offer customer service (via a toll-free telephone
      number for Television Home Shopping) for use by customers during


                                       3



<PAGE>
      VVI's normal business hours, which currently are 8:30 a.m. to 5:00
      p.m. Minneapolis, Minnesota time, Monday through Friday;

            (b)   on average, fulfill customer orders (other than so
      called "reservation orders" where the delay in shipping is
      disclosed to the customer as part of the programming) within ten
      (10) days of receipt, except for merchandise that is drop-shipped
      or that is subject to back order or other delay on an exception
      basis, or for which shipment will be delayed due to a force
      majeure condition (as defined in the Amended and Restated
      Operating Agreement) it being expressly understood and agreed that
      for purposes of this Agreement, orders shall be deemed fulfilled
      when they leave the warehouse/fulfillment facility and are loaded
      onto trucks for delivery to customers;

            (c)   offer merchandise of a quality that is substantially
      similar to that offered in the television home shopping industry
      and the direct-mail marketing industry in general;

            (d)   provide customers the right to return merchandise
      purchased from VVI for a refund, on terms generally consistent
      with the return policies of VVI, as provided in the Amended and
      Restated Operating Agreement;

            (e)   provide order placement and order tracing services on
      a timely basis, consistent with industry practices in the
      television home shopping industry and the direct-mail industry;

            (f)   provide courteous customer service with respect to
      customer inquiries on a timely basis, consistent with industry
      practices in the television home shopping industry and the direct-
      mail industry;

            (g)   comply in all material respects with all applicable
      laws and regulations which specifically relate to consumer rights
      or the performance in any material respect of VVI's obligations
      under this Amended and Restated Servicemark License Agreement, the
      Operating Agreement, or the Receivables Sale and Purchase
      Agreement, as amended; and

            (h)   not offer to take or accept orders for merchandise in
      quantities that materially exceed the quantities that VVI can
      arrange to promptly ship within a reasonable time after the order
      is taken consistent with practices in the television home shopping
      industry and the direct-mail industry unless the delay in shipping
      is disclosed to the customer as part of the VVI programming,
      including without limitation so called "reservation orders", or
      unless the delay in shipping is caused by MW.

      Section 4.2  Provision of Materials for Inspection.  Upon written
   request of MW, VVI will provide copies or samples of the following
   materials (the "Materials") to MW for its prior review and approval,
   which approval shall not be unreasonably withheld or delayed:

            (a)   proposed written materials for use in connection with
      merchandise or services offered in programming, catalogs or other
      materials that utilize any of the Marks; and

            (b)   all advertising and promotional material and scripts
      of any kind intended for use in connection with programming or
      direct-mail marketing that utilizes any of the Marks.  


                                       4



<PAGE>
   All Materials shall be deemed to be confidential information of VVI
   that is subject to Section 16 of the Amended and Restated Operating
   Agreement, including, without limitation, the provisos of Section
   16(b)(i), (ii) and (iii).

      Section 4.3  MW Objections to the Use of the Marks.  In the event
   that MW reasonably objects to any of the Materials, or the
   merchandise or services offered on programming or through direct-mail
   that utilizes the Marks ("Objectionable Products"), MW will notify
   VVI in writing of the specific objectionable portions of the
   documents or scripts or Objectionable Products, and VVI agrees not to
   (i) use the objectionable portions of the documents or scripts to
   market or offer for sale merchandise or services, or (ii) offer the
   Objectionable Products, in programming or through sale by direct-mail
   that in any way utilizes the Marks.  MW agrees that its objections
   will not be arbitrary or capricious,  but will be based on MW's good
   faith belief that the Materials or Objectionable Products could
   reasonably be believed to be detrimental to MW, its reputation, image
   or goodwill.

      Section 4.4  Right to Inspect.  VVI hereby agrees, upon reasonable
   request, to permit MW, at all reasonable times, to inspect (i) the
   merchandise to be marketed or sold by VVI in connection with the
   Marks and (ii) the methods of VVI relating to the standards described
   in Section 4.1 (the "Section 4.1 Standards"), and VVI also agrees
   that any such inspection may occur on the premises of VVI.  Any
   information obtained by MW as a result of such inspection shall be
   deemed to be confidential information of VVI that is subject to
   Section 16 of the Operating Agreement, including, without limitation,
   the provisos of Section 16(b)(i), (ii) and (iii).

      Section 4.5  Certain Assurances.  During the term of this
   Servicemark License Agreement, VVI covenants and agrees to provide
   MW, upon MW's reasonable request, reasonable assurances of its
   material compliance with the Section 4.1 Standards.  During the term
   of this Agreement VVI will not use or promote the use of any credit
   cards or facilities other than the Card and other facilities widely
   accepted by retailers generally in the market in question (including,
   but not limited to, American Express, MasterCard, VISA, and Discover,
   but excluding any such card or facility that uses the ValueVision
   trade name or servicemark, or any other trade name or servicemark
   registered or controlled by VVI or its affiliates, except as may be
   permitted by the Receivables Sale and Purchase Agreement), provided
   that a Permitted ValueVision Card Use will be permitted (i) during
   the term of the Receivables Sale and Purchase Agreement to the extent
   permitted by the Receivables Sale and Purchase Agreement, and (ii) at
   any time after the termination of the Receivables Sale and Purchase
   Agreement.

      Section 4.6  Governmental Actions.  During the term of this
   Agreement, VVI hereby agrees that it will promptly provide MW copies
   of all complaints or inquiries received by VVI from any governmental
   agency relating to or in connection with the merchandise or services
   offered and sold in programming or through direct-mail that in any
   way utilizes the Marks, including those relating to any and all
   advertising or the terms and conditions with respect to the sale of
   such merchandise or services to the public, provided that copies of
   such complaints that are received from a governmental agency in
   response to isolated customer complaints need only be so provided if
   they are material.  VVI agrees that, except to the extent a response
   is required by a governmental agency or by applicable law, regulation
   or policy before it is reasonably possible to obtain MW's comments or


                                       5



<PAGE>
   approval, it will not respond to any such complaint or inquiry
   without submitting such response to MW for (i) MW's comments, not to
   be unreasonably delayed, on the form and substance of VVI's response,
   and (ii) MW's approval, not to be unreasonably withheld or delayed,
   of any response that specifically relates to MW's Products, MW's
   Services, the Card or the Marks.  In no event shall VVI enter into
   any settlement agreement, consent decree, or other arrangement with
   any governmental agency specifically relating to MW's merchandise,
   services, credit card or Marks without the express written consent of
   MW, which shall not be unreasonably withheld.

          V.  REGISTRATION, MAINTENANCE, POLICING AND PROTECTION

      Section 5.1  Infringements or Challenges to the Marks.  VVI shall
   promptly advise MW of any infringements or challenges to its use of
   the Marks or package simulations that shall come to VVI's attention. 
   MW agrees to prosecute any infringer of the MW Mark, or any infringer
   of any of the Auxiliary Marks if such infringement of an Auxiliary
   Mark is reasonably likely to adversely affect the Permitted Business. 
   VVI will not sue any such infringer either in its own or in the name
   of MW.  Any recovery from a proceeding attributable to infringement
   by a third party using a mark confusingly similar to any of the
   Marks, whether by judgment or settlement, shall be paid to MW, except
   to the extent that such damages specifically arise from the lost
   profits or similar damages to the Permitted Business and the judgment
   entered specifically allocates a portion of the judgment, after
   recovery of all of MW's costs and expenses, to VVI's lost profits or
   damages to the Permitted Business.  VVI shall not enter into a
   settlement regarding an infringement involving the use of the Marks
   without the prior written approval of MW.  MW will obtain VVI's
   consent, not to be unreasonably withheld or delayed, to any such
   settlement if it permits a continuing use by the alleged infringer of
   the Marks that could reasonably have an adverse impact on VVI's
   rights under this Amended and Restated Servicemark License Agreement.

      Section 5.2  Control of Litigation.  To the extent that MW
   initiates any lawsuit to abate such infringement, as described in
   Section 5.1, MW shall control such litigation, and MW shall pay all
   of the costs and expenses of said lawsuit, and shall have the right
   to select counsel with respect thereto.  VVI agrees to cooperate in
   any such litigation, at MW's expense, to the extent reasonably
   required by MW.

                         VI.  TERM AND TERMINATION

      Section 6.1  Term.  The Servicemark License Agreement shall take
   effect upon the date first written above, and shall remain in effect
   until the date of termination of the Amended and Restated Operating
   Agreement.

      Section 6.2  Termination of Use of the Marks.  In the event of the
   termination of this Amended and Restated Servicemark License
   Agreement, VVI shall forthwith cease to use, and not thereafter
   resume the use, of the Marks or any confusingly similar marks, alone
   or in combination with any letters, other words, or designs, in any
   manner.  


                                       6



<PAGE>
      IN WITNESS WHEREOF, the parties hereto have executed this Amended
   and Restated Servicemark License Agreement effective as of the date
   first set forth above.

                                      VALUEVISION INTERNATIONAL, INC.,
                                      a Minnesota corporation


                                      By                                
                                      Its                               


                                      MONTGOMERY WARD & CO., INCORPORATED,
                                      an Illinois corporation


                                      By                                
                                      Its                               


   Lechmere, Inc., a wholly owned subsidiary of MW, joins in the
   foregoing agreement for the purposes of granting a license to the
   Mark "Lechmere", and any stylized versions hereof which are hereafter
   adopted by Lechmere, Inc., subject to all of the terms and conditions
   of this Agreement.
                                      LECHMERE, INC.

                                      By:___________________________
                                      Its:__________________________








<PAGE>
                                 EXHIBIT A

                              AUXILIARY MARKS



                  Auto Express
                  Electric Ave.
                  Electric Ave. & More
                  Gold N' Gems
                  Home Ideas 
                  Kids Store
                  Lechmere
                  Montgomery Ward Direct
                  Romantic Moods
                  Rooms & More










<PAGE>
                                                               Exhibit E

                                  [Date]

   ValueVision International, Inc.
   6740 Shady Oak Road
   Minneapolis, Minnesota  55344

   Attention:                                

      Re:   Credit Card License & Receivables Sale Agreement Between
            Montgomery Ward & Co., Incorporated ("Montgomery Ward")
            and ValueVision International, Inc.       ("ValueVision")
                                                      dated March 13,
                                                      1995 ("Credit Card
                                                      Agreement")

   Dear                              :

      Effective April 1, 1996, Montgomery Ward entered into an interim
   Consumer Credit Card Program Agreement ("Interim Agreement") with
   Monogram Credit Card Bank of Georgia ("Monogram"), which, like
   Montgomery Ward Credit Corporation ("MWCC"), is a wholly owned
   subsidiary of General Electric Capital Corporation.  Pursuant to the
   Interim Agreement, Monogram is issuing the "Card" and administrating
   the "Revolving Charge Plan" as contemplated by the Credit Card
   Agreement.  The new arrangements with Monogram differ from the prior
   Account Purchase Agreement between Montgomery Ward and MWCC dated
   June 24, 1988, as amended ("Account Purchase Agreement") in that the
   receivables are created directly between the customer and Monogram
   rather than being sold by the retailer as is generally the case under
   the Account Purchase Agreement.  The Interim Agreement is to be
   replaced by various definitive agreements to be entered into among
   Montgomery Ward, Monogram, MWCC and their affiliates ("Definitive
   Agreements").

      In connection with the Definitive Agreements, the acquisition by
   ValueVision of the assets of Montgomery Ward Direct, L.P.
   ("Montgomery Ward Direct"), and the restructuring of various
   arrangements between ValueVision and Montgomery Ward (such new
   arrangements between Montgomery Ward and ValueVision, including those
   relating to Montgomery Ward Direct, herein referred to as
   "ValueVision Agreements"), the parties to this letter agreement
   hereby agree to make such modifications to the Credit Card Agreement
   as are required or reasonably desired to reflect, comply with, and be
   consistent with the terms of the ValueVision Agreements and
   Definitive Agreements, and to permit Montgomery Ward and its
   affiliates to comply with their obligations in connection with the
   Definitive Agreements.  Such modifications to the Credit Card
   Agreement will include, but will not be limited to, the following:

      1.    References to the "Account Purchase Agreement" shall be
            changed to references to the Definitive Agreements.

      2.    References to the "Operating Agreement," "Service Mark
            License Agreement," and "Permitted Business" shall be
            changed to refer to such agreements as they will be modified
            as part of the ValueVision Agreements, and to reflect the
            permitted businesses under the ValueVision Agreements as to
            which ValueVision will be permitted to use the Montgomery
            Ward "Card."  





<PAGE>

   August 13, 1996
   Page 2

      3.    The defined term "Specified Percentage" will be modified by
            deleting the reference to 3% and substituting a reference to
            1 1/2%.  

      4.    The fees payable to ValueVision for approved credit card
            applications obtained by it through its television
            programming will also apply to approved applications
            obtained by ValueVision through the Montgomery Ward Direct
            catalog business conducted by ValueVision.

      5.    Modifications will be made that are needed to reflect the
            fact that under the Definitive Agreements receivables will
            be created directly between the customer and Monogram rather
            than being sold by the retailer as is the case under the
            Account Purchase Agreement.

      Please indicate your agreement to the foregoing by executing and
   returning to the undersigned a copy of this letter.

                              Very truly yours,

                              MONTGOMERY WARD & CO., INCORPORATED 


                              By:                                       

                              Its:                                      

   Accepted and Agreed to:

   VALUEVISION INTERNATIONAL, INC.


   By:                             

   Its:                            
 






<PAGE>
                                                               Exhibit F
                  AMENDED AND RESTATED WARRANT AGREEMENT


      Warrant Agreement dated as of this 27th day of July, 1996, by and
   among ValueVision International, Inc., a Minnesota corporation (the
   "Company"), Montgomery Ward & Co., Incorporated, an Illinois
   corporation ("MW") and Montgomery Ward Direct, L.P., a Delaware
   limited partnership ("MWD").

                              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.    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.

      D.    Pursuant to a certain Restructuring Agreement, dated as of
   even date herewith, between the Company and MW (the "Restructuring
   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 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").
    
      E.    MWD is a wholly owned subsidiary of MW.  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.  has agreed to deliver 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").

      F.  MW, MWD  and VVI desire to amend and restate the Original
   Warrant Agreement to set forth the terms under which the New Warrants
   will be issued and the Series A-B Warrants shall 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 and MWD
   agree that the Original Warrant Agreement shall be amended and
   restated to read as follows:






<PAGE>
      1.    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 Warrants:  "Exchange Warrants" has the meaning
      assigned thereto in Recital D.

            (i)   Exercise Price Per Share:  The "Exercise Price Per
      Share" shall mean:

                  (i)   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; and 

                  (ii)  in the case of Series A-B Warrants, the exercise
                        price payable for each Warrant Share upon
                        exercise of a Series A or Series B Warrant set
                        forth on the Vesting Schedule to the Original
                        Warrant Agreement, subject to adjustment from
                        time to time pursuant to Section 6.1.

            (j)   Existing Warrants:  Warrants issued pursuant to the
      Securities Purchase Agreement. 

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

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

            (m)   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


                                       2



<PAGE>
      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.

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

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

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

            (q)  MWD Warrants:  "MWD Warrants has the meaning assigned
      thereto in Recital E.
            (r)
            (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
      Restructuring Agreement and the Asset Purchase Agreement, and all
      other warrants that may be issued in their place (together
      evidencing the right to purchase an aggregate of 2,969,455 shares
      of Common Stock), subject to adjustment pursuant to Section 6
      hereof.  The New Warrants include the Exchange Warrants and the
      MWD Warrants.

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

            (w)   Restructuring Agreement:  "Restructuring Agreement"
      has the meaning assigned thereto in the Recitals.

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

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

            (z)   SEC:  The Securities and Exchange Commission.

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

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

            (ac)  Warrants:  New Warrants and Series A-B Warrants.

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


                                       3



<PAGE>
      2.    Warrant Shares.  Each New Warrant and each Series A-B
   Warrant will initially be exercisable for one share of Common Stock
   (a "Warrant Share"), subject to adjustment pursuant to Section 6
   hereof.

      3.    Vesting.  All Series A-B Warrants are fully vested.  All New
   Warrants shall be fully vested when issued.

      4.    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.

      5.    Exercise of Warrants.  

            5.1   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.

            5.2   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.

            5.3   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.

            5.4   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.



                                       4



<PAGE>
            5.5   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.  

            5.6   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.

            5.7   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.

            5.8   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.

            5.9   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.


                                       5



<PAGE>
      6.    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. 

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

            6.2   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.

            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


                                       6



<PAGE>
   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.

      7.    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,


                                       7



<PAGE>
   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.

      8.    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.

      9.    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.

      10.   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.

      11.   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.

      12.   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.  

      13.   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


                                       8



<PAGE>
   (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 Merchant Partners,
   Limited Partnership, a Delaware limited partnership ("MPLP"), or
   (iii) by MPLP to its partners, and the partners or stockholders
   (direct or remote) of such partners.

      14.   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").

      15.   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.

      16.  Cancellation and Return of Series C-O Warrants.  Effective as
   at the date hereof, the Series C-O Warrants issued pursuant to the
   Original Warrant Agreement are deemed to have expired unexercised and
   are hereby terminated.  All Series C-O Warrants shall be surrendered
   to the Company within 30 days of the date hereof.


                                       9



<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


                                      10




<PAGE>
                                 EXHIBIT A


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

   Series P                             Certificate for _______ Warrants


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


   THIS CERTIFIES that __________________________________, 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 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







<PAGE>
   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 __ day of September, 1996.

                                    VALUEVISION INTERNATIONAL, INC.


                                    By:                                 
                                    Its:                                


                                       2





<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.


                                       3





<PAGE>
                                                               Exhibit G


            AMENDED AND RESTATED REGISTRATION RIGHTS AGREEMENT


      Amended and Restated Registration Rights Agreement dated as of
   July 27, 1996, by and among ValueVision International, Inc., a
   Minnesota corporation (the "Company"), Montgomery Ward Direct, L.P.,
   a Delaware limited partnership ("MWD"), and Montgomery Ward & Co.,
   Incorporated, an Illinois corporation ("MW").


                              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 Restructuring Agreement, dated as of
   even date herewith, between the Company and MW (the "Restructuring
   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
   consideration for the sale of all of MWD's assets, New Warrants to
   purchase an aggregate of 1,484,993 shares of Common Stock.

      F.  In connection with the cancellation of the Series C-O Warrants
   and the issuance of the New Warrants, the parties desire to amend and
   restate the Original 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






<PAGE>
   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).

            (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
   or a Series A-B 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)   Existing Warrants:  Warrants issued pursuant to the
   Securities Purchase Agreement.

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

            (n)   MW:  See the Preamble.

            (o)   MWD:  See the Preamble.

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

            (q)   New Warrants:  Series P warrants issued pursuant to
   the Restructuring Agreement and the Asset Purchase Agreement.

            (r)   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.

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

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

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


                                       2



<PAGE>
            (v)   Piggyback Registration Rights:  See Section 2(a).

            (w)   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.

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

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

            (z)   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.

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

            (ab)  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.

            (ac)  Registrable Securities:  Any Shares or Warrant Shares
   issued to MW or MWD, 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 Warrant Agreement.

            (ad)  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.

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

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

            (ag)  Securities Purchase Agreement:  See Recital A.

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

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

            (aj)  Shares:  See Recital A.


                                       3



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

            (al)  Warrant Shares:  All shares of Common Stock issued or
   issuable upon exercise of any or all Series A-B Warrants and 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.


      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


                                       4



<PAGE>
   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
   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


                                       5



<PAGE>
   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 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


                                       6



<PAGE>
   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
   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")


                                       7



<PAGE>
   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
   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


                                       8



<PAGE>
   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
   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



                                       9



<PAGE>
   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 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,


                                      10



<PAGE>
   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
   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


                                      11



<PAGE>
   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 MWD 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,

                  (i)   if to MW, addressed to:

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

                  (ii)  if to MWD, addressed to:

                        MONTGOMERY WARD DIRECT, L.P.
                        Interchange Tower, Suite 300
                        600 South Highway 169
                        St. Louis Park, Minnesota 55426
                        Attention:  Chief Executive Officer

                  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

                  (iii) 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


                                      12



<PAGE>
   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.   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:                          


                                      13



<PAGE>
                                                      Exhibit H


                             PLEDGE AGREEMENT


      THIS PLEDGE AGREEMENT is made as of this 27th day of July, 1996
   between Montgomery Ward & Co., Incorporated, an Illinois corporation
   ("Pledgor") and ValueVision International, Inc., a Minnesota
   corporation ("Secured Party").


                             R E C I T A L S:

      A.    Pursuant to paragraph 10(b) of an Amended and Restated
   Operating Agreement of even date herewith (the "Restated Operating
   Agreement"), Pledgor agreed to an "Advertising Commitment" to place
   $20,000,000 of advertising through VVI.

      B.  As collateral security for the performance of the "Advertising
   Commitment", VVI desires to receive a pledge of 1,637,138 Class P
   Warrants to purchase shares of common stock, $.01 par value per
   share, of VVI (the "Warrants"), and MW is willing to pledge said
   securities to VVI.

      NOW, THEREFORE, for good and valuable consideration, Pledgor
   hereby agrees with Secured Party as follows:

      1.    Definitions.  As used herein, the following terms shall have
   the following meanings:

            (a)   "Pledged Securities" shall mean the Warrants, any
      shares of common stock of VVI issuable upon exercise of the
      Warrants, and any securities issued in exchange or in
      substitution, for the Warrants or shares or as stock dividends
      thereon, and any and all proceeds of any of the foregoing.

            (b)   "Obligations" shall mean the the obligation of MW
      under paragraph 10(b) of the Restated Operating Agreement to place
      $20,000,000 of advertising through VVI, all as set forth in the
      Restated Operating Agreement.

      2.    Security Interest.  As collateral security for the payment
   and performance of the Obligations, Pledgor hereby pledges to Secured
   Party and grants to Secured Party a security interest in and to the
   Pledged Securities.

      3.    Deliveries to Secured Party.  

            (a)   Concurrently with the execution of this Pledge
      Agreement, Pledgor hereby delivers to Secured Party certificates
      representing the Pledged Securities, with duly executed stock
      powers attached, endorsed in blank.

            (b)   If Pledgor shall become entitled to receive or shall
      receive any certificate representing stock issued in exchange for,
      in substitution of, or as a stock dividend on any of, the Pledged
      Securities, Pledgor agrees to deliver the same promptly to Secured
      Party with the endorsement of Pledgor or with duly executed stock
      powers endorsed in blank, to be held by Secured Party as further
      security for the Obligations.  If Pledgor shall exercise any of
      the Warrants, Pledgor shall deliver to Secured Party certificates
      representing the shares issued upon exercise of the Warrants,
      together with duly executed stock powers with respect thereto
      endorsed in blank.






<PAGE>
      4.    Representations, Warranties and Agreements of Pledgor. 
   Pledgor hereby represents and warrants to, and agrees with, Secured
   Party as follows:

            (a)   Except for the security interest granted herein,
      Pledgor is the owner of the Pledged Securities, free and clear of
      any and all security interests, liens or other encumbrances.

            (b)   Pledgor has full power and authority to enter into
      this Pledge Agreement and will defend the Pledged Securities
      against the claims and demands of any persons or entities adverse
      to the claim of Secured Party.

            (c)   Until the Obligations shall be paid and discharged in
      full, the Pledged Securities shall remain free and clear of any
      and all security interests, liens and other encumbrances, except
      the security interest granted herein.

            (d)   Pledgor will reimburse Secured Party for all costs,
      expenses and fees, including reasonable attorneys' fees, incurred
      by Secured Party in enforcing the security interest granted
      herein.

            (e)   Pledgor will, at any time and from time to time,
      execute such further instruments, documents, financing statements
      and other writings, and do such other acts and things as Secured
      Party shall deem necessary or advisable to effect the purposes of
      this Pledge Agreement.

      5.    Default; Remedies.  Upon the occurrence of any default in
   payment of the Obligations or any default hereunder, Secured Party
   shall have, in addition to any other rights and remedies it may have,
   all of the rights and remedies of a Secured Party under applicable
   law, including, without limitation, the right to sell or otherwise
   dispose of and deliver the Pledged Securities at public or private
   sale or to propose to retain the Pledged Securities in satisfaction
   of the Obligations.  The net proceeds of any such sale or other
   disposition shall be applied first to the payment of the costs and
   expenses incurred in connection with such sale or disposition or
   incidental to the care of safekeeping of the Pledged Securities or in
   any way relating to the rights of Secured Party hereunder, including
   reasonable attorneys' fees and legal expenses, and then to the
   payment of the Obligations.  Pledgor shall remain liable for any
   deficiency remaining unpaid after such application.  Pledgor agrees
   that ten (10) days' notice of the time and place of any public sale
   or of the time after which a private sale or other intended
   disposition is to take place is reasonable notification of such
   matters.

      6.    Transfers by Pledgor.  Except as permitted in paragraph 7
   hereof, Pledgor shall not sell, assign, transfer or otherwise dispose
   of, grant any option with respect to, or mortgage, pledge or
   otherwise encumber the Pledged Securities or any interest therein. 
   Except as provided in paragraph 7, the event of a sale, assignment,
   transfer or other disposition of or mortgage, pledge or other
   encumbrance of the Pledged Securities, the Pledged Securities so
   sold, assigned, transferred or otherwise disposed of or mortgaged,
   pledged or otherwise encumbered shall remain subject to the
   provisions of this Pledge Agreement, and the purchaser, assignee,
   transferee or other acquiror, mortgagee or pledgee shall agree in
   writing, in form and substance reasonably satisfactory to Secured
   Party, to be bound by all the terms of this Pledge Agreement with the
   same force and effect as if such transferee were a party hereto.

      7.    Partial Releases.  As long as no Event of Default (as
   defined in the Restated Operating Agreement) shall have occurred with


                                       2



<PAGE>
   respect to the Obligations and be continuing, Secured Party shall
   from time to time make a partial release of the Pledged Securities to
   enable Pledgor to sell such Pledged Securities provided that all net
   proceeds from the sale of any Pledged Securities (net of income taxes
   payable by virtue of the sale of such Pledged Securities) shall be
   applied to the payment of the Obligations.  In addition, at the end
   of each one year period, commencing on the first anniversary of the
   date hereof and on each succeeding anniversary, Secured Party shall
   release from this Security Agreement a number of the Pledged
   Securities which bears the same ratio to the original total number of
   Pledged Securities as the amount of the Advertising Commitment
   expended by MW during the year then ended bears to $20,000,000.

      8.    Rights.  Unless and until an Event of Default shall have
   occurred hereunder or under the Restated Operating Agreement with
   respect to the Obligations, Pledgor shall be entitled to exercise all
   voting rights with respect to the Pledged Securities and shall be
   entitled to receive all dividends and distributions thereon.

      9.    Term.  This Pledge Agreement and the security interest
   created hereby shall remain in full force and effect until all of the
   Obligations shall have been paid and performed in full, at which time
   this Agreement shall terminate and the Pledged Securities shall be
   returned to Pledgor.

      10.   Miscellaneous.  

            (a)   The various headings of this Pledge Agreement are
      inserted for convenience only and shall not affect the meaning or
      interpretation of this Pledge Agreement or any provision hereof.

            (b)   No right or remedy provided for herein is intended to
      be exclusive of any other right or remedy, but every such right or
      remedy shall be cumulative and shall be in addition to every other
      right or remedy herein granted or now or hereafter existing at law
      of in equity.

            (c)   No failure or delay on the part of Secured Party in
      the exercise of any right or remedy hereunder shall operate as a
      waiver thereof, nor shall any single or partial exercise of any
      such right or remedy preclude other or further exercise or the
      exercise of any other right or remedy.

            (d)   This Pledge Agreement shall be binding upon and inure
      to the benefit of the parties hereto and their respective legal
      representatives, successors and assigns.

            (e)   If any provision hereof shall be deemed invalid or
      unenforceable, such invalidity or unenforceability shall not
      affect the validity and enforceability of any other provision
      hereof.

            (f)   This Pledge Agreement shall be governed by and
      construed in accordance with the laws of the State of Illinois.

            (g)   No change, amendment or modification of this Pledge
      Agreement shall be valid unless the same shall be in writing and
      signed by all of the parties hereto.

      IN WITNESS WHEREOF, the parties hereto have executed this Pledge
   Agreement on the date first written above.

                                          MONTGOMERY WARD & CO.,
                                          INCORPORATED


                                       3



<PAGE>

                                          By:________________________
                                                Vice President

                                          VALUEVISION INTERNATIONAL,
                                          INC.


                                          By:________________________
                                                Vice President


                                       4







                                 AGREEMENT

         THIS AGREEMENT is made as of July 27, 1996 among Merchant
   Advisors, Limited Partnership, a Delaware limited partnership
   ("MALP"), 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.  Pursuant to a Restructuring Agreement of even date herewith
   between MW and VVI (the "Restructuring Agreement"), it is
   contemplated that MW and VVI will restructure their existing business
   relationship, and that a subsidiary of VVI will acquire all of the
   assets of Montgomery Ward Direct, L.P., a Delaware limited
   partnership.

         B.  MALP, MW and VVI are all of the partners of Merchant
   Partners, Limited Partnership ("MPLP").

         C.  It is contemplated that upon the closing of the
   transactions contemplated by the Restructuring Agreement, the parties
   will make additional capital contributions to MPLP.  In the case of
   MW and VVI, these capital contributions will take the form of Series
   P Warrants of VVI to purchase shares of VVI at a purchase price of
   $.01 per share (the "New Warrants").  In the case of MALP, its
   capital contribution will take the form of cash or a promissory note. 
   Concurrently with the making of said capital contributions, they will
   execute Amendment No. 3 to the First Amended and Restated Limited
   Partnership Agreement of MPLP, substantially in the form attached
   hereto as Exhibit A (the "Amendment").

         D.  The parties desire to enter into this Agreement, for the
   purposes of agreeing to execute the Amendment and determining the
   amounts to be set forth in paragraph 3 of the Amendment.

                            A G R E E M E N T S

         NOW, THEREFORE, the parties agree as follows:

         1.  On the date of closing of the acquisition of the assets of
   MWD as contemplated by paragraph 1 of the Restructuring Agreement
   (the "MWD Closing Date"), the parties hereto shall execute and
   deliver the Amendment, and make the capital contributions
   contemplated thereby.

         2.  For the purposes of determining the values of the capital
   contributions of MW and VVI, as set forth in paragraph 3 of the
   Amendment, the number of warrants to be contributed by MW and VVI,
   respectively, to MPLP shall be multiplied by the last sale price of
   VVI's shares, as quoted on NASDAQ, on the MWD Closing Date.<PAGE>

         3.  In order to determine the amount of the capital
   contribution of MALP for the purposes of the Amendment, the total
   value of the capital contributions of MW and VVI, as determined
   pursuant to the preceding paragraph, shall first be computed (the
   "Limited Partner Capital Contributions").  The capital contribution
   of MALP to MPLP shall be equal to .625% of the amount of the Limited
   Partner Capital Contributions.

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






<PAGE>
   MERCHANT ADVISERS, LIMITED PARTNERSHIP

   By:  Merchant Development Corp., general partner


         By:/s/ RAYMOND L. BANK        
               President

   MONTGOMERY WARD & CO., INCORPORATED


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

   VALUEVISION INTERNATIONAL, INC.


   By:/s/ ROBERT JOHANDER              
         President


                                       2




<PAGE>
                                 Exhibit A
                                                            DRAFT 9/4/96

                          AMENDMENT NO. 3 TO THE
         FIRST AMENDED AND RESTATED LIMITED PARTNERSHIP AGREEMENT
                                    OF
                  MERCHANT PARTNERS, LIMITED PARTNERSHIP


         AMENDMENT (the "Amendment") dated as of the ____ day of
   September, 1996, by and among Merchant Advisors, Limited Partnership,
   Montgomery Ward & Co., Incorporated ("MW") and ValueVision
   International, Inc. ("VV"), to the First Amended and Restated Limited
   Partnership Agreement of Merchant Partners, Limited Partnership dated
   as of October 18, 1994, as heretofore amended (the "Partnership
   Agreement").

         WHEREAS, the parties hereto desire to amend the Partnership
   Agreement as provided herein.

         NOW, THEREFORE, the parties hereto, in consideration of the
   premises and the agreements herein contained and intending to be
   legally bound hereby, agree as follows:

         1.    Capitalized terms used in this Amendment and not defined
   herein shall have the respective meanings provided for in the
   Partnership Agreement.

         2.    Schedule A to the Partnership Agreement is amended in
   that the Total Subscriptions by the Partners shall be their
   respective Total Subscriptions prior to this Amendment, increased by
   the contributions to be made by them pursuant to Paragraph 3 below.

         3.    On the date hereof, the Partners shall make the following
   capital contributions to the Partnership:

               The General Partner     -     $           
               MW                      -     $           
               VV                      -     $           

   The General Partner's capital contribution shall be made in the form
   of cash or promissory notes (to the extent permitted by the
   Partnership Agreement).  MW's and VV's capital contributions shall be
   made in the form of 1,327,317 VV Warrants and 199,097 VV Warrants,
   respectively.  For purposes of this Amendment, VV Warrants means
   warrants to purchase shares of VV common stock, $.01 par value per
   share, at an exercise price of $.01 par share, expiring August 8,
   2003, in the form attached hereto as Exhibit A, with one VV Warrant
   being equivalent to the right to purchase one such share.  The
   Capital Accounts of MW and VV shall be credited with the fair market
   value of the VV Warrants contributed, which fair market value in each
   case shall be deemed equal to the amounts set forth above.  In
   connection with such capital contributions by MW and VV:

         (a)   the Partnership shall have the same rights, and be
   subject to the same restrictions, with respect to the VV Warrants as
   are imposed upon MW pursuant to that certain Amended and Restated
   Warrant Agreement and that certain Amended and Restated Registration
   Rights Agreement, each dated as of July 27, 1996, between VV and MW
   (the "Warrant Related Agreements"); and

         (b)   the VV Warrants contributed to the Partnership pursuant
   to this Paragraph 3 by VV shall be subject to, and entitled to the
   benefits of, the Warrant Related Agreements to the same extent as if






<PAGE>
   they had been acquired by MW and contributed by MW to the
   Partnership, rather than being contributed directly by VV to the
   Partnership.

         4.    From and after the date of this Amendment, 100% of the
   Partnership's net realized gains (other than to the extent
   attributable to the fair market value of the Partnership's respective
   assets and properties immediately after the contributions
   contemplated by paragraph 3 hereof) shall be allocated solely to the
   Capital Account of the General Partner until $2,760,000 in the
   aggregate of such net realized gains has been so allocated (the
   "Special GP Allocation").  The net realized gains constituting the
   Special GP Allocation shall be disregarded for purposes of
   determining pursuant to Paragraph 7(a)(i) and (ii) of the Partnership
   Agreement the amount of the Partnership's cumulative net realized
   gains and net gains deemed to have been realized during a fiscal year
   on distributions in kind.

         5.    Until such time as the General Partner has received, from
   and after the date of this Amendment, distributions from the
   Partnership in the aggregate amount of $2,760,000 (excluding for
   purposes of such calculation any and all distributions (i) pursuant
   to Paragraph 8(a) of the Partnership Agreement and (ii) to the extent
   attributable to the fair market value of the Partnership's respective
   assets and properties immediately after the contributions
   contemplated by paragraph 3 hereof), 100% of all distributions, by
   the Partnership shall be made solely to the General Partner,
   provided, however, that the cumulative amount of such distributions
   shall not exceed the cumulative amount of the Special GP Allocation
   that has been made at the time of any such distribution.

         6.    The first sentence of Paragraph 8(c) of the Partnership
   Agreement is amended and restated in its entirety to read as follows:

               "Until the Limited Partners as a group have
               recovered through distributions an amount
               equal to $46,000,000, each distribution,
               other than distributions made pursuant to
               Paragraph 8(a) or 11 of this Agreement or
               Paragraph 5 of a certain Amendment to this
               Agreement dated September __, 1996, shall be
               made to and among the Partners in proportion
               to their respective Contributions Accounts at
               the time such distribution is made."

         7.    Income, gain, loss and deduction with respect to the VV
   Warrants contributed to the capital of the Partnership pursuant to
   this Amendment shall, solely for tax purposes, be allocated among the
   Partners in accordance with Section 704(c) of the Code and any
   regulations thereunder so as to take account of any variation between
   the adjusted basis of the VV Warrants for federal income tax purposes
   and their fair market value, determined in each case at the time of
   contribution to the Partnership.

         8.    The parties to this Amendment acknowledge that (i) none
   of the Principals is obligated by reason of this Amendment to provide
   any services to any Limited Partner and (ii) the Principals have in
   the past and may in the future perform services for one or more of
   the Limited Partners pursuant to existing or separately documented
   arrangements with such Limited Partners.  Without limiting the
   generality of the foregoing, the Limited Partners acknowledge that
   Mangone is a consultant to each of them, is the Chairman of Merchant


                                      A-2



<PAGE>
   Development Corp., which is the general partner of the General
   Partner, and will not have any management or other responsibility
   with respect to the ongoing operations of the business heretofore
   operated by Montgomery Ward Direct, L.P. ("MWD") following the
   acquisition of substantially all the assets of MWD by a subsidiary of
   VV pursuant to a certain Asset Purchase Agreement, dated as of August
   1, 1996, between MWD and said subsidiary.

         9.    If and to the extent that any of the terms and provisions
   of this Amendment conflict with the terms and provisions of the
   Partnership Agreement as heretofore in effect, this Amendment shall
   take precedence over such Partnership Agreement.

         IN WITNESS WHEREOF, the undersigned have executed this
   Amendment as of the date first above written.

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

                                             By:                        
                                                President


                                       MONTGOMERY WARD & CO, INCORPORATED

                                       By:                              
                                       Title:                           


                                       VALUEVISION INTERNATIONAL, INC.

                                       By:                              
                                       Title:                           


                                      A-3






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