Operators standing by.

Forget about magic chef's knives for $29.95. How about buying a hot franchise opportunity for $200,000?

Quiznos Master LLC has decided to run infomercials hawking franchise opportunities at its fast-growing Quiznos Sub chain.

Mercury Media, a Santa Monica-based ad buying firm,

"You are not selling directly to the consumer, you are getting the consumer motivated to go and start a franchise," said Dan Danielson, co-chief executive of Mercury Media, which specializes in placing infomercials. The infomercials direct potential franchisees to attend a seminar where they learn more about opening a Quiznos shop.

While smaller companies have produced infomercials advertising franchise opportunities, Danielson said it's unusual for a larger company to do so. He estimated that 90 percent of all infomercials, about 6,000 of which run daily, sell consumer products.

Danielson said Quiznos" decision to use infomercials likely could prompt other franchisers to do the same if it works. "Others will follow typically, if they have success," he said.

Quiznos has over 4,000 locations in 20 countries. The price of producing and placing the infomercials was not disclosed.