<SUBMISSION>
<ACCESSION-NUMBER>0000943440-12-000282
<TYPE>4
<PUBLIC-DOCUMENT-COUNT>1
<PERIOD>20120330
<FILING-DATE>20120330
<DATE-OF-FILING-DATE-CHANGE>20120330
<REPORTING-OWNER>
<OWNER-DATA>
<CONFORMED-NAME>HARRINGTON KEVIN
<CIK>0001095915
</OWNER-DATA>
<FILING-VALUES>
<FORM-TYPE>4
<ACT>34
<FILE-NUMBER>000-53539
<FILM-NUMBER>12730808
</FILING-VALUES>
<MAIL-ADDRESS>
<STREET1>14044 ICOT BLVD.
<CITY>CLEARWATER
<STATE>FL
<ZIP>33760
</MAIL-ADDRESS>
</REPORTING-OWNER>
<ISSUER>
<COMPANY-DATA>
<CONFORMED-NAME>As Seen On TV, Inc.
<CIK>0001432967
<ASSIGNED-SIC>7812
<IRS-NUMBER>800149096
<STATE-OF-INCORPORATION>FL
<FISCAL-YEAR-END>0331
</COMPANY-DATA>
<BUSINESS-ADDRESS>
<STREET1>14044 ICOT BLVD.
<CITY>CLEARWATER
<STATE>FL
<ZIP>33760
<PHONE>727-288-2738
</BUSINESS-ADDRESS>
<MAIL-ADDRESS>
<STREET1>14044 ICOT BLVD.
<CITY>CLEARWATER
<STATE>FL
<ZIP>33760
</MAIL-ADDRESS>
<FORMER-COMPANY>
<FORMER-CONFORMED-NAME>H & H Imports, Inc.
<DATE-CHANGED>20080421
</FORMER-COMPANY>
</ISSUER>
<DOCUMENT>
<TYPE>4
<SEQUENCE>1
<FILENAME>harrington-4.xml
<DESCRIPTION>OWNERSHIP DOCUMENT
<TEXT>
<XML>
<?xml version="1.0"?>
<ownershipDocument>

    <schemaVersion>X0305</schemaVersion>

    <documentType>4</documentType>

    <periodOfReport>2012-03-30</periodOfReport>

    <notSubjectToSection16>0</notSubjectToSection16>

    <issuer>
        <issuerCik>0001432967</issuerCik>
        <issuerName>As Seen On TV, Inc.</issuerName>
        <issuerTradingSymbol>ASTV</issuerTradingSymbol>
    </issuer>

    <reportingOwner>
        <reportingOwnerId>
            <rptOwnerCik>0001095915</rptOwnerCik>
            <rptOwnerName>HARRINGTON KEVIN</rptOwnerName>
        </reportingOwnerId>
        <reportingOwnerAddress>
            <rptOwnerStreet1>14044 ICOT BOULEVARD</rptOwnerStreet1>
            <rptOwnerStreet2></rptOwnerStreet2>
            <rptOwnerCity>CLEARWATER</rptOwnerCity>
            <rptOwnerState>FL</rptOwnerState>
            <rptOwnerZipCode>33760</rptOwnerZipCode>
            <rptOwnerStateDescription></rptOwnerStateDescription>
        </reportingOwnerAddress>
        <reportingOwnerRelationship>
            <isDirector>1</isDirector>
            <isOfficer>1</isOfficer>
            <isTenPercentOwner>0</isTenPercentOwner>
            <isOther>0</isOther>
            <officerTitle>Sr. Exec. Officer/Chairman</officerTitle>
            <otherText></otherText>
        </reportingOwnerRelationship>
    </reportingOwner>

    <nonDerivativeTable>
        <nonDerivativeTransaction>
            <securityTitle>
                <value>Common Stock</value>
            </securityTitle>
            <transactionDate>
                <value>2012-03-30</value>
            </transactionDate>
            <deemedExecutionDate></deemedExecutionDate>
            <transactionCoding>
                <transactionFormType>4</transactionFormType>
                <transactionCode>G</transactionCode>
                <equitySwapInvolved>0</equitySwapInvolved>
            </transactionCoding>
            <transactionTimeliness></transactionTimeliness>
            <transactionAmounts>
                <transactionShares>
                    <value>227183</value>
                </transactionShares>
                <transactionPricePerShare>
                    <footnoteId id="F1"/>
                </transactionPricePerShare>
                <transactionAcquiredDisposedCode>
                    <value>D</value>
                </transactionAcquiredDisposedCode>
            </transactionAmounts>
            <postTransactionAmounts>
                <sharesOwnedFollowingTransaction>
                    <value>3137311</value>
                    <footnoteId id="F2"/>
                </sharesOwnedFollowingTransaction>
            </postTransactionAmounts>
            <ownershipNature>
                <directOrIndirectOwnership>
                    <value>I</value>
                </directOrIndirectOwnership>
                <natureOfOwnership>
                    <value>See footnote</value>
                    <footnoteId id="F3"/>
                </natureOfOwnership>
            </ownershipNature>
        </nonDerivativeTransaction>
    </nonDerivativeTable>

    <footnotes>
        <footnote id="F1">Shares transferred pursuant to gift to affiliate of Issuer.</footnote>
        <footnote id="F2">Shares subject to Lock Up Agreement effective October 28, 2011 as filed under Form 8-K Current Report dated October 28, 2011.</footnote>
        <footnote id="F3">The number of shares beneficially owned by Mr. Harrington includes 3,122,311 shares held by Harrington Business Development, Inc., an entity controlled by Mr. Harrington and 15,000 shares held in his own name. Mr. Harrington has voting and dispositive control over securities held by Harrington Business Development.</footnote>
    </footnotes>

    <ownerSignature>
        <signatureName>/s/ Kevin Harrington</signatureName>
        <signatureDate>2012-03-30</signatureDate>
    </ownerSignature>
</ownershipDocument>
</XML>
</TEXT>
</DOCUMENT>
</SUBMISSION>
