VALUEVISION INTERNATIONAL INC
8-K, 1996-10-11
CATALOG & MAIL-ORDER HOUSES
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                       SECURITIES AND EXCHANGE COMMISSION

                             WASHINGTON, D.C. 20549

                                    FORM 8-K

                                 CURRENT REPORT

                       PURSUANT TO SECTION 13 OR 15(d) OF
                       THE SECURITIES EXCHANGE ACT OF 1934



      Date of Report (Date of earliest event reported): SEPTEMBER 27, 1996



                         VALUEVISION INTERNATIONAL, INC.
             (Exact Name of Registrant as Specified in its Charter)



                                    MINNESOTA
                 (State or Other Jurisdiction of Incorporation)


         0-20243                                         41-1673770
(Commission File Number)                      (IRS Employer Identification No.)


  6740 SHADY OAK ROAD, MINNEAPOLIS, MN                   55344-3433
(Address of Principal Executive Offices)                 (Zip Code)


       Registrant's telephone number, including area code: (612) 947-5200


                                 NOT APPLICABLE
          (Former Name or Former Address, if Changed Since Last Report)



ITEM 2.  ACQUISITION OR DISPOSITION OF ASSETS.

         (a) On September 27, 1996 the Registrant ("ValueVision"), through its
wholly-owned subsidiary, ValueVision Direct Marketing Company, Inc., a Minnesota
corporation, closed on the acquisition of substantially all of the assets of
Montgomery Ward Direct, L.P., a Delaware limited partnership, the four-year-old
catalog business of Montgomery Ward & Co., Incorporated ("Montgomery Ward"). The
effective date of the transaction was July 27, 1996. Certain wholly-owned
subsidiaries of Montgomery Ward are the sole partners of Montgomery Ward Direct,
L.P. ValueVision issued 1,484,993 new vested warrants, with an exercise price of
$0.01 per share, to Montgomery Ward and assumed certain liabilities as full
consideration for the acquisition of Montgomery Ward Direct. ValueVision
received approximately $4.7 million in net assets of Montgomery Ward Direct,
including cash, inventory, furniture, fixtures and equipment, and accounts
receivable.

         Concurrently with such acquisition, ValueVision and Montgomery Ward
entered into amended operating, license and other agreements which grant
ValueVision the right to use the Montgomery Ward Direct(sm) service mark and
extend the use of certain other service marks, expand Montgomery Ward's
advertising support and increase ValueVision's sales promotion rights.
ValueVision issued 1,484,467 new vested warrants exercisable at $0.01 per share
to Montgomery Ward in exchange for 18,000,000 unvested ValueVision warrants from
a grant in August 1995 of 25,000,000 warrants exercisable at prices ranging from
$7.00 to $17.00. On September 28, 1996, ValueVision issued an additional
2,200,000 new vested warrants, with an exercise price of $0.01 per share, to
Montgomery Ward in exchange for the remaining 7,000,000 unvested ValueVision
warrants granted in August 1995, which had exercise prices ranging from $6.50 to
$6.75.

         The terms of the asset acquisition and the establishment of the
purchase price were arrived at as a result of arm's length negotiations between
ValueVision management and the management of Montgomery Ward. Montgomery Ward
owns 1,280,000 shares of ValueVision Common Stock and an aggregate of 5,169,460
vested warrants to acquire shares of ValueVision Common Stock at an exercise
price of $0.01 per share. John Workman, an executive officer of Montgomery Ward,
is a director of ValueVision.

         (b) The assets acquired had been used by Montgomery Ward in direct mail
marketing operations. ValueVision intends to incorporate such assets into its
telemarketing and fulfillment operations to support the growth of its own direct
mail business.


ITEM 7.  FINANCIAL STATEMENTS, PRO FORMA FINANCIAL INFORMATION AND EXHIBITS.

         (a) FINANCIAL STATEMENTS OF BUSINESS ACQUIRED

                  At the time of this report, it is not practicable to provide
         the required financial statements for Montgomery Ward Direct, the
         business acquired. Such statements will be filed as an amendment to
         this report on Form 8-K as soon as practicable and not later than
         December 13, 1996.

         (b) PRO FORMA FINANCIAL INFORMATION

                  At the time of this report, it is not practicable to provide
         the required PRO FORMA financial information for the transaction that
         is the subject of this report. Such information will be filed as an
         amendment to this report on Form 8-K as soon as practicable and not
         later than December 13, 1996.

         (c) EXHIBITS

                  1. Restructuring Agreement dated July 27, 1996 between
         Montgomery Ward & Co., Incorporated and ValueVision International,
         Inc., incorporated by reference to Exhibit 10(a) to the Company's
         report on Form 10-Q for the quarterly period ended July 31, 1996.

                  2. Asset Purchase Agreement dated July 27, 1996 between
         Montgomery Ward Direct, L.P. and ValueVision Direct Marketing Company,
         Inc.

                  3. Amended and Restated Operating Agreement dated July 27,
         1996 between Montgomery Ward & Co., Incorporated and ValueVision
         International, Inc.

                  4. Agreement dated July 27, 1996 between Signature
         Financial/Marketing, Inc. and ValueVision International, Inc.

                  5. Amended and Restated Servicemark License Agreement dated
         July 27, 1996 between Montgomery Ward & Co., Incorporated and
         ValueVision International, Inc.

                  6. Letter agreement between Montgomery Ward & Co.,
         Incorporated and ValueVision International, Inc.

                  7. Amended and Restated Warrant Agreement dated July 27, 1996
         among ValueVision International, Inc., Montgomery Ward & Co.,
         Incorporated and Montgomery Ward Direct, L.P.

                  8. Amended and Restated Registration Rights Agreement dated
         July 27, 1996 among ValueVision International, Inc., Montgomery Ward
         Direct, L.P. and Montgomery Ward & Co., Incorporated.

                  9. Agreement dated July 27, 1996 among Merchant Advisors,
         Limited Partnership, Montgomery Ward & Co., Incorporated and
         ValueVision International, Inc., incorporated by reference to Exhibit
         10(b) to the Company's report on Form 10-Q for the quarterly period
         ended July 31, 1996.




                                    SIGNATURE

         Pursuant to the requirements of the Securities Exchange Act of 1934,
the registrant has duly caused this report to be signed on its behalf by the
undersigned thereunto duly authorized on this 11th day of October, 1996.

                                      VALUEVISION INTERNATIONAL, INC.

                                      By:  /s/ Stuart R. Romenesko
                                           Stuart R. Romenesko
                                           Senior Vice President - Finance and
                                           Chief Financial Officer



                                                                       EXHIBIT 2


                            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);

                  (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;

                  (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 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;

                  (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


         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").

         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 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 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.

         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.

         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

         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.

                  (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.

         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 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, 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; (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.

         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 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

         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.

         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.

         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.

         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 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.

         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.

         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

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

         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.

         3 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.

         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:

                  (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.

         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

         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)
                  VVI                                       3.1
                  Trademarks                                4.2(o)
                  Warrant                                   3.1
                  Welfare Plans                             6.2

         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.

         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.

         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

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.

         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.

         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.

         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 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.

         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.

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

         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.

         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:  /s/ John Workman
                                      Its: Treasurer

                                  PURCHASER:

                                      VALUEVISION DIRECT MARKETING
                                      COMPANY, INC.

                                      By:  /s/ Robert L. Johander
                                      Its: Chairman and Chief Executive Officer



                                                                      EXHIBIT 3


                    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:


IX.      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.

                  (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.

                  (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

                           (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.

         1.       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,
                  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.

                  (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.

         2. 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.

         3. 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.

         4. 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.

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

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

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

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

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

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

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

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

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

                  (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.

         7. 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.

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

         9. 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 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).

         10. 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.

         11. [Intentionally omitted.]

         12. Insurance.

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

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

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

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

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

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

         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.

         13. 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).

         14. Confidentiality.

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

         15. 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.

         16. 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.

                  (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.

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

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

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

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

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

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

         18. 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.

         19. 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.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

         21. 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.

         22. 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-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.

         23. 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 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.

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

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

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

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

         25. 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).

         26. 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.

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

         28. 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.

         29. 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.

         30. 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

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.

         31. 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.

         32. 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.

         33. 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.

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

         35. 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.

         36. 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.

         37. 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.

         38. 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.

         39. 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.

         40. 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.

         41. 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.

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

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

         44. 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.

         45. 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:  /s/ John Workman                BY:  /s/ Robert L. Johander
     -----------------------------        --------------------------------------

TITLE: Executive Vice President      TITLE: Chairman and Chief Executive Officer
      ----------------------------          ------------------------------------

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


     /s/ Robert L. Johander                     /s/ Nicholas M. Jaksich
- -----------------------------------         ----------------------------------
      Robert L. Johander                          Nicholas M. Jaksich



                                                                      EXHIBIT 4


                                    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.;

                           (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;

                  (c) 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. 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
                                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 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 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:  /s/ John Workman                BY:  /s/ Robert L. Johander
     -----------------------------        --------------------------------------

TITLE: Assistant Secretary           TITLE: Chairman and Chief Executive Officer
       ---------------------------          ------------------------------------



                                                                      EXHIBIT 5


               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" 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 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 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.

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 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.

         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  /s/ Robert L. Johander
                                     --------------------------------------

                                 Its Chairman and Chief Executive Officer
                                     --------------------------------------


                                 MONTGOMERY WARD & CO., INCORPORATED,
                                 an Illinois corporation


                                 By  /s/ Spencer H. Heine
                                     --------------------------------------

                                 Its Executive Vice President
                                     --------------------------------------


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:  /s/ Spencer H. Heine
                                       ------------------------------------

                                  Its: Secretary
                                       ------------------------------------



                                    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



                                                                      EXHIBIT 6


                                     [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 Mr. Romenesko:

         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:

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

         11.      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."

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

         13.      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.

         14.      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:  /s/ Philip D. Delk
                                            ----------------------------------

                                       Its: Vice President
                                            ----------------------------------

Accepted and Agreed to:

VALUEVISION INTERNATIONAL, INC.


By:  /s/ Robert L. Johander
     ------------------------------------

Its: Chairman and Chief Executive Officer
     ------------------------------------



                                                                      EXHIBIT 7


                     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:


15. 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 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.

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

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

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

         16. 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.

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

         18. 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.

         19. Exercise of Warrants.

         19.1 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.

         19.2 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.

         19.3 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.

         19.4 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.

         19.5 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.

         19.6 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.

         19.7 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.

         19.8 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.

         19.9 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.

         20. 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.

         20.1 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.

         20.2 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.

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

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

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

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

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

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

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

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

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

         22. 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.

         23. 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.

         24. 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.

         25. 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.

         26. 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.

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

         28. 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").

         29. 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.

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


                                         VALUEVISION INTERNATIONAL, INC.

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

Attest: /s/ Stuart R. Romenesko
        ----------------------------
        Secretary


                                         MONTGOMERY WARD & CO., INCORPORATED

                                         By: /s/ John Workman
                                             ---------------------------------
                                             Executive Vice President

Attest: /s/ Spencer H. Heine
        ----------------------------
        Secretary


                                           MONTGOMERY WARD DIRECT, L.P.

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

                                           By:  /s/ John Workman
                                                ------------------------------
                                           Its: Treasurer

Attest: /s/ Philip D. Delk
        ----------------------------
        Secretary



                                                                      EXHIBIT 8


               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 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:

30.      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).

                  (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).

                  (bb) 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.

                  (cc) 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.

                  (dd) 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.

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

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

                  (gg) Securities Purchase Agreement: See Recital A.

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

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

                  (jj) Shares: See Recital A.

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

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

         1. 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.

         2. Demand Registration.

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

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

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

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

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

         3. 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.

         4. 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
         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") 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 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.

         5. Indemnification.

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

         6. 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.

         7. 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.

         8. 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.

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

         10. 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.

         11. 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.

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


                                     VALUEVISION INTERNATIONAL, INC.


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


                                     MONTGOMERY WARD & CO., INCORPORATED


                                     By: /s/ John Workman
                                         -------------------------------------
                                         Executive Vice President


                                     MONTGOMERY WARD DIRECT, L.P.


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

                                         By: /s/ John Workman
                                             ---------------------------------
                                             Its Treasurer




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