EXHIBIT 99.2

                             VALUEVISION MEDIA, INC.
                      NON-QUALIFIED STOCK OPTION AGREEMENT

Full Name of Optionee:

                                                        Date of Grant:

No. of Shares Covered:

Exercise Price Per Share: $                             Expiration Date:

Exercise Schedule:



                                   No. of Shares As to
Initial Vesting                    Which Option Becomes                     Expiration
      Date                     Exercisable as of Such Date                     Date
      ----                     ---------------------------                     ----
                                                                      


This is a Stock Option Agreement (the "AGREEMENT") between ValueVision Media,
Inc., a Minnesota corporation (the "COMPANY"), and the optionee identified above
(the "OPTIONEE").

                                   BACKGROUND

         A.       As an inducement to Optionee to enter into employment with the
Company, the Company has determined to grant Optionee a non-statutory stock
option (the "OPTION") upon the terms and subject to the conditions set forth in
this Agreement.

         B.       The Company hereby grants the Option to the Optionee under the
following terms and conditions.

                              TERMS AND CONDITIONS

1.       GRANT. The Optionee is granted on the date of grant specified above the
         Option to purchase the number of shares of the Company's Common Stock
         ("SHARES") specified at the beginning of this Agreement.

2.       EXERCISE PRICE. The price to the Optionee of each Share subject to the
         Option will be the exercise price specified at the beginning of this
         Agreement.

3.       NON-STATUTORY STOCK OPTION. The Option is not intended to be an
         "incentive stock option" within the meaning of Section 422 of the
         Internal Revenue Code of 1986, as amended (the "CODE").

4.       EXERCISE SCHEDULE. The Option will vest and become exercisable as to
         the number of Shares and on the dates specified in the exercise
         schedule at the beginning of this Agreement. The exercise schedule will
         be cumulative; thus, to the extent the Option has not already been
         exercised and has not expired, terminated or been cancelled, the
         Optionee or the person otherwise entitled to exercise the Option as
         provided herein may at any time, and from time to time, purchase all or
         any portion of the Shares then purchasable under the exercise schedule.
         The Option may also be exercised in full (notwithstanding the exercise
         schedule) under the circumstances described in Section 8 of this
         Agreement if it has not expired prior thereto.



5.       EXPIRATION.

         (a)      The Option will expire at 5:00 p.m. Central Time on the
                  earliest of:

                  (1)      the expiration date specified at the beginning of
                           this Agreement;

                  (2)      the expiration of the period after the termination of
                           employment of the Optionee within which the Option
                           can be exercised (as specified in Section 7 of this
                           Agreement);

                  (3)      at the election of the Company, upon the date of
                           termination of the Optionee's employment for "CAUSE"
                           (as defined in the Salary Continuation Agreement (the
                           "Employment Agreement") in effect between the
                           Optionee and the Company as of the date of this
                           Agreement) or if it is determined by the Company
                           within ten days after termination of the Optionee's
                           employment by the Optionee, such as Optionee's
                           resignation, that Cause existed for termination by
                           the Company; or

                  (4)      the date (if any) fixed for cancellation under
                           Section 8.

         (b)      In no event may anyone exercise the Option, in whole or in
                  part, after it has expired, notwithstanding any other
                  provision of this Agreement.

         (c)      If the Option is exercised, and prior to the delivery of the
                  certificate representing the Shares so purchased, the Board
                  determines that Cause for termination existed, then the
                  Company may rescind the Option exercise by the Optionee and
                  the Option will terminate at the election of the Company.

6.       PROCEDURE TO EXERCISE OPTION.

         (a)      Notice of Exercise. The Option may be exercised by delivering
                  written notice of exercise to the Company at the principal
                  executive office of the Company, to the attention of the
                  Company's Secretary, in the form attached to this Agreement.
                  The notice will state the number of Shares to be purchased,
                  and will be signed by the person exercising the Option. If the
                  person exercising the Option is not the Optionee, that person
                  also must submit appropriate proof of the right to exercise
                  the Option.

         (b)      Tender of Payment. Upon giving notice of any exercise
                  hereunder, the Optionee will provide for payment of the
                  purchase price of the Shares being purchased through one or a
                  combination of the following methods:

                  (1)      cash (including check, bank draft or money order);

                  (2)      cancellation of indebtedness owed to the Optionee by
                           the Company or any parent or subsidiary thereof;

                  (3)      to the extent permitted by law, through a
                           broker-assisted cashless exercise in which the
                           Optionee simultaneously exercises the Option and
                           sells all or a portion of the Shares thereby acquired
                           pursuant to a brokerage or similar relationship and
                           uses the proceeds from such sale to pay the purchase
                           price of such Shares;

                  (4)      by delivery to the Company of unencumbered Shares
                           having an aggregate Fair Market Value (as hereinafter
                           defined) on the date of exercise equal to the
                           purchase price of such Shares; or

                  (5)      by authorizing the Company to retain, from the total
                           number of Shares as to which the Option is exercised,
                           that number of Shares having a Fair Market Value on
                           the date of exercise equal to the purchase price for
                           the total number of Shares as to which the Option is
                           exercised.

                  Notwithstanding the foregoing, the Optionee will not be
                  permitted to pay any portion of the purchase price with
                  Shares, or by authorizing the Company to retain Shares upon
                  exercise of the Option, if the Compensation Committee (the
                  "Committee") of the Board of Directors (the "Board"), in its
                  sole discretion, determines that payment in such manner is
                  undesirable

         (c)      Delivery of Certificates. As soon as practicable after the
                  Company receives the notice and purchase price provided for
                  above, it will deliver to the person exercising the Option, in
                  the name of such

                                     Page 4



                  person, a certificate or certificates representing the Shares
                  being purchased. The Company will pay any original issue or
                  transfer taxes with respect to the issue or transfer of the
                  Shares and all fees and expenses incurred by it in connection
                  therewith. All Shares so issued will be fully paid and
                  nonassessable. Notwithstanding anything to the contrary in
                  this Agreement, no certificate for Shares distributable under
                  the this Agreement will be issued and delivered unless the
                  issuance of such certificate complies with all applicable
                  legal requirements including, without limitation, compliance
                  with the provisions of applicable state securities laws, the
                  Securities Act of 1933, as amended (the "SECURITIES ACT"), and
                  the Securities Exchange Act of 1934, as amended (the "EXCHANGE
                  ACT").

         (d)      For purposes of this Agreement, "FAIR MARKET VALUE" as of any
                  date means:

                  (1)      the closing price of a Share on the date immediately
                           preceding that date or, if no sale of Shares will
                           have occurred on that date, on the next preceding day
                           on which a sale of Shares occurred

                                    (A)      on the principal United States
                                             Securities Exchange registered
                                             under the Exchange Act on which the
                                             Shares are listed, or

                                    (B)      if the Shares are not listed on any
                                             such exchange, on the National
                                             Association of Securities Dealers,
                                             Inc. Automated Quotation National
                                             Market System, or

                  (2)      if clause (1) is inapplicable, the mean between the
                           closing "BID" and the closing "ASKED" quotation of a
                           Share on the date immediately preceding that date,
                           or, if no closing bid or asked quotation is made on
                           that date, on the next preceding day on which a
                           closing bid and asked quotation is made, on the
                           National Association of Securities Dealers, Inc.
                           Automated Quotations System or any system then in
                           use, or

                  (3)      if clauses (1) and (2) are inapplicable, what the
                           Committee (or the Board) determines in good faith to
                           be 100% of the fair market value of a Share on that
                           date, using such criteria as it shall determine, in
                           its sole discretion, to be appropriate for valuation.

                  (4)      If the applicable securities exchange or system has
                           closed for the day at the time the event occurs that
                           triggers a determination of Fair Market Value, all
                           references in this paragraph to the "date immediately
                           preceding that date" will be deemed to be references
                           to "that date."

7.       EMPLOYMENT REQUIREMENT. The Option may be exercised only while the
         Optionee remains employed with the Company or a parent or subsidiary
         thereof, and only if the Optionee has been continuously so employed
         since the date the Option was granted; provided, that:

         (a)      The Option may be exercised for ninety (90) days after
                  termination of the Optionee's employment if such cessation of
                  employment is for a reason other than death or Disability (as
                  defined in the Employment Agreement), but only to the extent
                  that it was exercisable immediately prior to termination of
                  employment or became vested upon termination of employment
                  pursuant to the accelerated vesting provisions of Sections
                  8(b), 8(c) or 8(d) hereof; provided, that if termination of
                  the Optionee's employment will have been for Cause, the Option
                  will expire, and all rights to purchase Shares hereunder will
                  terminate, immediately upon such termination of employment.

         (b)      The Option may be exercised for one year after termination of
                  the Optionee's employment if such termination of employment is
                  because of death or Disability (as defined as provided above)
                  of the Optionee.

         (c)      If the Optionee's employment terminates after a declaration
                  made under Section 8 in connection with an Event, the Option
                  may be exercised at any time permitted by such declaration.

         (d)      Notwithstanding the above, the Option may not be exercised
                  after it has expired.

                                     Page 5



8.       ACCELERATION OF VESTING.

         (a)      Death or Disability. In the event of the death or Disability
                  of the Optionee, any portion of the Option that was not
                  previously exercisable will become immediately exercisable in
                  full if the Optionee will have been continuously employed by
                  the Company or a parent or subsidiary thereof between the date
                  the Option was granted and the date of such death or
                  Disability.

         (b)      Event. The Option may, at the discretion of the Optionee, be
                  exercised in full (notwithstanding the exercise schedule) if
                  an Event (as hereinafter defined) has occurred. For purposes
                  of this Agreement, "EVENT" means any of the following:

                  (1)      The acquisition by any individual, entity or group
                           (within the meaning of Exchange Act Sections 13(d)(3)
                           or 14(d)(2)) of beneficial ownership (within the
                           meaning of Exchange Act Rule 13d-3) of 30% or more of
                           either (i) the then-outstanding shares of common
                           stock of the Company (the "OUTSTANDING COMPANY COMMON
                           STOCK") or (ii) the combined voting power of the
                           then-outstanding voting securities of the Company
                           entitled to vote generally in the election of the
                           Board (the "OUTSTANDING COMPANY VOTING SECURITIES");
                           provided, however, that the following acquisitions
                           will not constitute an Event:

                           (A)      any acquisition of common stock or voting
                                    securities of the Company directly from the
                                    Company or by the Company or any of its
                                    wholly owned subsidiaries,

                           (B)      any acquisition of common stock or voting
                                    securities of the Company by any employee
                                    benefit plan (or related trust) sponsored or
                                    maintained by the Company or any of its
                                    subsidiaries, or

                           (C)      any acquisition by any corporation with
                                    respect to which, immediately following such
                                    acquisition, more than 70% of, respectively,
                                    the then-outstanding shares of common stock
                                    of such corporation and the combined voting
                                    power of the then-outstanding voting
                                    securities of such corporation entitled to
                                    vote generally in the election of directors
                                    is then beneficially owned, directly or
                                    indirectly, by all or substantially all of
                                    the individuals and entities who were the
                                    beneficial owners, respectively, of the
                                    Outstanding Company Common Stock and
                                    Outstanding Company Voting Securities
                                    immediately before such acquisition in
                                    substantially the same proportions as was
                                    their ownership, immediately before such
                                    acquisition, of the Outstanding Company
                                    Common Stock and Outstanding Company Voting
                                    Securities, as the case may be;

                  (2)      Individuals who, as of the Effective Date, constitute
                           the Board, and the Optionee (collectively, the
                           "INCUMBENT BOARD"), cease for any reason to
                           constitute at least a majority of the Board;
                           provided, however, that any individual becoming a
                           member of the Board after the Effective Date whose
                           election, or nomination for election by the Company's
                           shareholders, was approved by a vote of at least a
                           majority of the directors then comprising the
                           Incumbent Board will be considered a member of the
                           Incumbent Board, but excluding, for this purpose, any
                           such individual whose initial assumption of office
                           occurs as a result of an actual or threatened
                           election contest;

                  (3)      Approval by the shareholders of the Company of a
                           reorganization, merger, consolidation or statutory
                           exchange of Outstanding Company Voting Securities,
                           unless immediately following such reorganization,
                           merger, consolidation or exchange, all or
                           substantially all of the individuals and entities who
                           were the beneficial owners, respectively, of the
                           Outstanding Company Common Stock and Outstanding
                           Company Voting Securities immediately before such
                           reorganization, merger, consolidation or exchange
                           beneficially own, directly or indirectly, more than
                           70% of, respectively, the then-outstanding shares of
                           common stock and the combined voting power of the
                           then-outstanding voting securities entitled to vote
                           generally in the election of directors, as the case
                           may be, of the corporation resulting from such
                           reorganization, merger, consolidation or exchange in

                                     Page 6



                           substantially the same proportions as was their
                           ownership, immediately before such reorganization,
                           merger, consolidation or exchange, of the Outstanding
                           Company Common Stock and Outstanding Company Voting
                           Securities, as the case may be; or

                  (4)      Approval by the shareholders of the Company of (i) a
                           complete liquidation or dissolution of the Company or
                           (ii) the sale or other disposition of all or
                           substantially all of the assets of the Company, other
                           than to a corporation with respect to which,
                           immediately following such sale or other disposition,
                           more than 70% of, respectively, the then-outstanding
                           shares of common stock of such corporation and the
                           combined voting power of the then-outstanding voting
                           securities of such corporation entitled to vote
                           generally in the election of directors is then
                           beneficially owned, directly or indirectly, by all or
                           substantially all of the individuals and entities who
                           were the beneficial owners, respectively, of the
                           Outstanding Company Common Stock and Outstanding
                           Company Voting Securities immediately before such
                           sale or other disposition in substantially the same
                           proportion as was their ownership, immediately before
                           such sale or other disposition, of the Outstanding
                           Company Common Stock and Outstanding Company Voting
                           Securities, as the case may be.

                  (5)      Notwithstanding the above, an Event will not be
                           deemed to occur if the acquisition of the 30% or
                           greater interest referred to above is by a group,
                           acting in concert, that includes the Optionee or if
                           at least 30% of the then-outstanding common stock or
                           combined voting power of the then-outstanding voting
                           securities (or voting equity interests) of the
                           surviving corporation or of any corporation (or other
                           entity) acquiring all or substantially all of the
                           assets of the Company will be beneficially owned,
                           directly or indirectly, immediately after a
                           reorganization, merger, consolidation, statutory
                           share exchange or disposition of assets referred to
                           in subparagraphs (3) or (4) by a group, acting in
                           concert, that includes the Optionee.

         (c)      Fundamental Change.

                  (1)      At least 30 days prior to a Fundamental Change (as
                           hereinafter defined), the Committee (or the Board)
                           may, but will not be obligated, to declare, and
                           provide written notice to the Optionee of the
                           declaration, that the Option will be canceled at the
                           time of, or immediately prior to the occurrence of,
                           the Fundamental Change (unless it is exercised prior
                           to the Fundamental Change) in exchange for payment to
                           the Optionee, within ten days after the Fundamental
                           Change, of cash equal to the amount, for each Share
                           covered by the canceled Option, by which the event
                           proceeds per share (as defined below) exceeds the
                           exercise price per Share covered by the Option. The
                           Option may be exercised in full (notwithstanding the
                           exercise schedule) at any time after such declaration
                           and prior to the time of cancellation of the Option.
                           The Option, to the extent it has not been exercised
                           prior to the Fundamental Change, will be canceled at
                           the time of, or immediately prior to, the Fundamental
                           Change, as provided in the declaration, and this
                           Agreement will terminate at the time of such
                           cancellation, subject to the payment obligations of
                           the Company provided in this paragraph.

                  (2)      In the case of a Fundamental Change that consists of
                           the merger or consolidation of the Company with or
                           into any other corporation or statutory share
                           exchange, the Committee (or the Board of Directors),
                           in lieu of the declaration above, may make
                           appropriate provision for the protection of this
                           Option by the substitution, in lieu of the Option, of
                           an option to purchase appropriate voting common stock
                           or appropriate voting common stock of the corporation
                           surviving any such merger or consolidation or, if
                           appropriate, the parent corporation of the Company or
                           such surviving corporation.

                  (3)      For purposes of this Agreement, "FUNDAMENTAL CHANGE"
                           means the dissolution or liquidation of the Company,
                           a sale of substantially all of the assets of the
                           Company, a merger or consolidation of the Company
                           with or into any other corporation, regardless of
                           whether the Company is the surviving corporation, or
                           a statutory share exchange involving capital stock of
                           the Company. For purposes of the preceding
                           paragraphs, the

                                     Page 7



                           "EVENT PROCEEDS PER SHARE" is the cash plus the value
                           (as determined by the Committee or the Board) of the
                           non-cash consideration to be received per Share by
                           the shareholders of the Company upon the occurrence
                           of the Fundamental Change.

         (d)      Termination Without Cause. Where the Employment Agreement (or
                  a continuation or successor employment agreement) is in force
                  and effect at the time of the termination of employment, if
                  such employment with the Company is terminated (i) by the
                  Company for any reason other than for Cause or (ii) by the
                  Optionee as a result of his or her resignation for "GOOD
                  REASON" (as defined in such Employment Agreement), any portion
                  of the Option that was not previously exercisable will become
                  immediately exercisable in full.

         (e)      Discretionary Acceleration. Notwithstanding any other
                  provisions of this Agreement to the contrary, the Committee
                  (or the Board) may, in its sole discretion, declare at any
                  time that the Option will be immediately exercisable.

9.       LIMITATION ON TRANSFER. During the lifetime of the Optionee, only the
         Optionee or the Optionee's guardian or legal representative may
         exercise the Option. The Option may not be assigned or transferred by
         the Optionee otherwise than by will or the laws of descent and
         distribution or pursuant to a qualified domestic relations order as
         defined by the Code or Title I of the Employee Retirement Income
         Security Act, or the rules thereunder; provided, however, that the
         Optionee may transfer the Option to a member or members of the
         Optionee's immediate family (i.e., the Optionee's children,
         grandchildren and spouse) or to one or more trusts for the benefit of
         such family members or partnerships in which such family members are
         the only partners, if the Optionee does not receive any consideration
         for the transfer. The Option held by any such transferee will continue
         to be subject to the same terms and conditions that were applicable to
         the Option immediately prior to its transfer and may be exercised by
         such transferee as and to the extent that the Option has become
         exercisable and has not terminated in accordance with the provisions of
         this Agreement. This Agreement is transferable upon the Optionee's
         death to the estate or to the person who acquires the right to succeed
         to this Agreement by bequest or inheritance.

10.      NO STOCKHOLDER RIGHTS BEFORE EXERCISE. No person will have any of the
         rights of a stockholder of the Company with respect to any Share
         subject to the Option until the Share actually is issued to such person
         upon exercise of the Option.

11.      DISCRETIONARY ADJUSTMENT. In the event of any reorganization, merger,
         consolidation, recapitalization, liquidation, reclassification, stock
         dividend, stock split, combination of shares, rights offering, or
         extraordinary dividend or divestiture (including a spin-off), or any
         other change in the corporate structure or Shares of the Company, the
         Committee or the Board (or if the Company does not survive any such
         transaction, a comparable committee of the Board of Directors or the
         Board of Directors of the surviving corporation) shall, in its sole
         discretion without the consent of the Optionee, make such adjustment
         (or substitution) as it determines in its discretion to be appropriate
         as to the number and kind of securities issuable upon exercise of the
         Option and the exercise price hereof, in order to prevent dilution or
         enlargement of rights of the Optionee; provided that such adjustment is
         not less favorable to Optionee than adjustments made for other holders
         of stock options of the Company.

12.      TAX WITHHOLDING.

         (a)      General Rule. If the Company or any of its affiliates are
                  required to withhold federal, state or local income taxes, or
                  social security or other taxes, upon the exercise of the
                  Option, the person exercising the Option will, upon exercise
                  and demand by the Company or such affiliate, promptly pay in
                  cash such amount as is necessary to satisfy such requirement
                  prior to receipt of such Shares; provided, that in lieu of all
                  or any part of such cash payment, the Committee (or the Board)
                  may (but will not be required to) allow the person exercising
                  the Option to cover all or any part of the required
                  withholdings, and to cover any additional withholdings up to
                  the amount needed to cover the full federal, state and local
                  income tax obligation of such person with respect to income
                  arising from the exercise of the Option, through a reduction
                  of the number of Shares delivered or through a subsequent
                  return to the Company of Shares delivered, in each case valued
                  in the same manner as used in computing the withholding taxes
                  under applicable laws.

                                     Page 8



         (b)      Committee (or Board) Approval; Revocation. The Committee or
                  the Board may approve an election under this section to reduce
                  the number of Shares delivered in advance, but the approval is
                  subject to revocation by the Committee or the Board at any
                  time. Once the person exercising the Option makes such an
                  election, he or she may not revoke it.

         (c)      Exception. Notwithstanding the foregoing, if the Optionee
                  tenders previously owned Shares to the Company in payment of
                  the purchase price of Shares in connection with an option
                  exercise the Optionee may also tender previously owned Shares
                  to the Company in satisfaction of any tax withholding
                  obligations in connection with such option exercise. If the
                  Company or an affiliate of the Company is required to withhold
                  federal, state or local income taxes, or social security or
                  other taxes, upon the exercise of the Option, the person
                  exercising the Option will, upon exercise and demand by the
                  Company or such affiliate, promptly pay in cash such amount as
                  is necessary to satisfy such requirement.

13.      FORFEITURES.

         (a)      Termination Right. The Company, by action of the Committee or
                  the Board, will have the right and option (the "TERMINATION
                  RIGHT") to terminate the Option prior to exercise, if the
                  Committee (or the Board) determines that the Optionee (i) has
                  breached any of the provisions contained in the
                  non-competition covenant of the Employment Agreement (or any
                  successor provision), (ii) has made an unauthorized disclosure
                  of material non-public or confidential information of the
                  Company or any of its affiliates during the term of employment
                  or the period of ninety (90) after the termination of
                  employment, (iii) has committed a material violation of any
                  applicable written policies of the Company or any of its
                  affiliates during the term of employment with the Company, or
                  (iv) has engaged in conduct reflecting dishonesty or
                  disloyalty to the Company or any of its affiliates during the
                  term of employment with the Company.

         (b)      Procedure. The decision to exercise the Company's Termination
                  Right will be based solely on the judgment of the Committee
                  (or the Board), in its sole and complete discretion, given the
                  facts and circumstances of each particular case. Such
                  Termination Right may be exercised by the Committee (or the
                  Board) within 90 days after the Committee's discovery of an
                  occurrence that entitles it to exercise its Termination Right
                  (but in no event later than ninety (90) days after the
                  Optionee's termination of employment with the Company or its
                  affiliates). Such Termination Right will be deemed to be
                  exercised upon the Company's mailing written notice of such
                  exercise postage prepaid, addressed to the Optionee at the
                  Optionee's most recent home address as shown on the personnel
                  records of the Company. The Termination Right of the Company
                  may not be exercised on or after the occurrence of any Event.

14.      INTERPRETATION OF THIS AGREEMENT. All decisions and interpretations
         made by the Committee (or the Board) with regard to any question
         arising hereunder will be binding and conclusive upon the Company and
         the Optionee, subject to Section 15 below.

15.      LIMITS OF LIABILITY. Any liability of the Company to the Optionee with
         respect to the Option will be based solely upon contractual obligations
         created by this Agreement. Except as may be required by law, neither
         the Company nor any member of the Board or the Committee, nor any other
         person participating in any determination of any question under the
         Agreement or in the interpretation, administration or application of
         this Agreement, will have any liability to any party for any action
         taken, or not taken, in good faith under this Agreement. Solely for
         purposes of Sections 5(a)(3), 5(c), 7(a), 8(d), and 13, in the event of
         any dispute between the Company and the Optionee as to whether Cause
         existed, whether Good Reason existed, or whether the Company's exercise
         of its Termination Right was correct, the applicable tribunal in any
         arbitration or litigation shall not give any deference to the
         determination by the Company, Committee or Board of the basis for such
         decision, nor to the Optionee with respect to a determination of Good
         Reason, but such tribunal will itself determine de novo whether Cause
         existed, whether Good Reason existed, or whether the Company's exercise
         of its Termination Right was correct, as applicable.

16.      OTHER BENEFIT AND COMPENSATION PROGRAMS. Payments and other benefits
         received by the Optionee pursuant to this Agreement will not be deemed
         a part of the Optionee's regular, recurring compensation for purposes
         of the termination, indemnity or severance pay laws of any country and
         will not be included in, nor

                                     Page 9



         have any effect on, the determination of benefits under any other
         employee benefit plan, contract or similar arrangement provided by the
         Company or an affiliate of the Company unless expressly so provided by
         such other plan, contract or arrangement.

17.      DISCONTINUANCE OF EMPLOYMENT. This Agreement will not give the Optionee
         a right to continued employment with the Company or any parent or
         subsidiary of the Company, and the Company or any such parent or
         subsidiary employing the Optionee may terminate the Optionee's
         employment in accordance with the provisions of the applicable
         Employment Agreement, if in effect, or otherwise at any time and
         otherwise deal with the Optionee without regard to the effect it may
         have upon the Optionee under this Agreement.

18.      OBLIGATION TO RESERVE SUFFICIENT SHARES. The Company will at all times
         during the term of the Option reserve and keep available a sufficient
         number of Shares to satisfy this Agreement.

19.      RESALE OF THE SHARES.

         (a)      Restricted Securities. The Optionee hereby represents and
                  warrants to the Company that, unless a registration statement
                  is effective and current at the time of exercise of this
                  option, the Shares to be issued upon the exercise of the
                  Option will be acquired by the Optionee for the Optionee's own
                  account, for investment only and not with a view to the resale
                  or distribution thereof. In any event, the Optionee will
                  notify the Company of any proposed resale of the Shares issued
                  to the Optionee upon exercise of the Option. Any resale or
                  distribution of such Shares by the Optionee may be made only
                  pursuant to a registration statement under the Securities Act
                  that is effective and current with respect to the Shares being
                  sold, or a specific exemption from the registration
                  requirements of the Securities Act, but in claiming such
                  exemption, the Optionee will prior to any offer of sale or
                  sale of such Shares provide the Company with a favorable
                  written opinion of counsel satisfactory to the Company, in
                  form and substance satisfactory to the Company, as to the
                  applicability of such exemption to the proposed sale or
                  distribution. Such representations and warranties will also be
                  deemed to be made by the Optionee upon each exercise of the
                  Option. Nothing herein will be construed as requiring the
                  Company to register shares subject to this option under the
                  Securities Act.

         (b)      Legends. The Company may affix appropriate legends upon the
                  certificates for shares and may issue such "stop transfer"
                  instructions to its transfer agent in respect of such shares
                  as it determines, in its discretion, to be necessary or
                  appropriate to (1) prevent a violation of, or to perfect an
                  exemption from, the registration requirements of the
                  Securities Act, or (2) implement the provisions of any
                  agreement between the Company and the Optionee with respect to
                  such Shares.

         (c)      Registration. Within one year of the Effective Date, the
                  Company will make all commercially reasonable efforts to
                  register the Shares that are subject to the Option by filing a
                  Form S-8 with respect to such Shares with the Securities and
                  Exchange Commission.

20.      MARKET STAND-OFF. The Optionee agrees that the underwriter for a public
         offering of the Company's securities, or the Company, will each have
         the right, in its sole discretion, to prohibit the sale, without prior
         written consent, of all or any portion of the Shares for a period not
         to exceed 180 days from the closing of a public offering of the
         Company's securities. The provisions of this Section will apply to any
         public offering of the Company's securities, regardless of whether any
         shares of the Optionee are included in or registered concurrently with
         such offering.

21.      BINDING EFFECT. This Agreement will be binding in all respects on the
         heirs, representatives, successors and assigns of the Optionee. This
         Agreement and the Employment Agreement constitutes the entire
         understanding between the parties with respect to the subject matter
         hereof and thereof and supersedes any prior agreements with respect
         hereto or thereto.

22.      CHOICE OF LAW. This Agreement is entered into under the laws of the
         State of Minnesota and will be construed and interpreted thereunder
         (without regard to its conflict of law principles).

23.      SEVERABILITY. The invalidity, unenforceability or illegality of any
         provision herein will not affect the validity, enforceability or
         legality of any other provision.

                                    Page 10



24.      CONSTRUCTION. The Option will not be construed or interpreted with any
         presumption against the Company by reason of the Company drafting this
         Agreement.

         The Optionee and the Company have executed this Agreement as of the
Effective Date.

                             VALUEVISION MEDIA, INC.

                             By: _______________________________________________
                             Name: _____________________________________________
                             Its: ______________________________________________

                             OPTIONEE

                             ___________________________________________________

NEITHER THE SECURITIES REPRESENTED BY THIS INSTRUMENT NOR THE SECURITIES THAT
ARE ISSUABLE UPON EXERCISE HEREOF HAVE BEEN REGISTERED UNDER THE SECURITIES ACT
OF 1933, AS AMENDED, OR THE SECURITIES LAWS OF ANY STATE, AND MAY NOT BE SOLD,
TRANSFERRED, ASSIGNED, PLEDGED OR HYPOTHECATED UNLESS AND UNTIL REGISTERED UNDER
SUCH ACT AND/OR APPLICABLE STATE SECURITIES LAWS, OR UNLESS THE COMPANY HAS
RECEIVED AN OPINION OF COUNSEL OR OTHER EVIDENCE, REASONABLY SATISFACTORY TO THE
COMPANY AND ITS COUNSEL, THAT SUCH REGISTRATION IS NOT REQUIRED.

                                    Page 11



                            __________________, 20__

VALUEVISION MEDIA, INC.
6740 Shady Oak Road
Eden Prairie, Minnesota 55344
Attention: Secretary

Ladies and Gentlemen:

         I hereby exercise the following option (the "OPTION") granted to me
pursuant to the agreement (the "OPTION AGREEMENT") referenced below with respect
to the number of shares of Common Stock of ValueVision Media, Inc. (the
"COMPANY") indicated below:

                  NAME:                                        _________________

                  DATE OF GRANT OF OPTION:                     _________________

                  EXERCISE PRICE PER SHARE:                    _________________

                  NUMBER OF SHARES WITH RESPECT TO WHICH THE
                  OPTION IS HEREBY EXERCISED:                  _________________

                  TOTAL EXERCISE PRICE:                        _________________

                  [  ]     Enclosed with this letter is a check, bank draft or
                  money order in the amount of the Total Exercise Price.

                  [  ]     I elect to pay the Total Exercise Price through
                  cancellation of indebtedness owed to me by the Company or by a
                  parent or subsidiary of the Company as provided in the Option
                  Agreement.

                  [  ]     I hereby agree to pay the Total Exercise Price within
                  five business days of the date hereof and, as stated in the
                  attached Broker's Letter, I have delivered irrevocable
                  instructions to _________________________________ to promptly
                  deliver to the Company the amount of sale or loan proceeds
                  from the Shares to be issued pursuant to this exercise
                  necessary to satisfy my obligation hereunder to pay the Total
                  Exercise Price.

                  [  ]     Enclosed with this letter is a certificate evidencing
                  unencumbered Shares (duly endorsed in blank) having an
                  aggregate Fair Market Value (as defined in the Option
                  Agreement) equal to or in excess of the Total Exercise Price.

                  [  ]     I elect to pay the Total Exercise Price through a
                  reduction in the number of Shares delivered to me upon this
                  exercise of the Option as provided in the Option Agreement.

         If I am enclosing Shares with this letter, I hereby represent and
warrant that I am the owner of such Shares free and clear of all liens, security
interests and other restrictions or encumbrances. I agree that I will pay any
required withholding taxes in connection with this exercise as provided in the
Option Agreement.

                                                                  Attachment A-1



         Please issue a certificate (the "CERTIFICATE") for the number of Shares
with respect to which the Option is being exercised in the name of the person
indicated below and deliver the Certificate to the address indicated below:

                  NAME IN WHICH TO ISSUE CERTIFICATE:          _________________

                  ADDRESS TO WHICH CERTIFICATE SHOULD BE
                  DELIVERED:                                   _________________
                                                               _________________
                                                               _________________
                                                               _____________

                  PRINCIPAL MAILING ADDRESS FOR HOLDER OF THE
                  CERTIFICATE (IF DIFFERENT FROM ABOVE):       _________________
                                                               _________________
                                                               _________________
                                                               _____________

                                    Very truly yours,

                                    ____________________________________________
                                    Signature

                                    ____________________________________________
                                    Name, please print

                                    ____________________________________________
                                    Social Security Number

                                                                  Attachment A-2



                            __________________, 20__

VALUEVISION MEDIA, INC.
6740 Shady Oak Road
Eden Prairie, Minnesota 55344
Attention: Secretary

Ladies and Gentlemen:

                     NAME OF OPTIONEE:                         _________________

                     DATE OF GRANT OF OPTION:                  _________________

                     EXERCISE PRICE PER SHARE:                 _________________

                     NUMBER OF SHARES WITH RESPECT TO WHICH
                     THE OPTION IS TO BE EXERCISED:            _________________

                     TOTAL EXERCISE PRICE:                     _________________

         The above Optionee has requested that we finance the exercise of the
above Option to purchase Shares of Common Stock of ValueVision Media, Inc. (the
"COMPANY") and has given us irrevocable instructions to promptly deliver to the
Company the amount of sale or loan proceeds from the Shares to be issued
pursuant to such exercise to satisfy the Optionee's obligation to pay the Total
Exercise Price.

                                            Very truly yours,

                                            ____________________________________
                                            Broker Name

                                            By _________________________________

                                                                  Attachment B-1