<SUBMISSION>
<ACCESSION-NUMBER>0000943440-12-000335
<TYPE>3
<PUBLIC-DOCUMENT-COUNT>1
<PERIOD>20120331
<FILING-DATE>20120410
<DATE-OF-FILING-DATE-CHANGE>20120410
<REPORTING-OWNER>
<OWNER-DATA>
<CONFORMED-NAME>POHLMAN RANDOLPH A
<CIK>0001259764
</OWNER-DATA>
<FILING-VALUES>
<FORM-TYPE>3
<ACT>34
<FILE-NUMBER>000-53539
<FILM-NUMBER>12752194
</FILING-VALUES>
<MAIL-ADDRESS>
<STREET1>102 S WYNSTONE PARK DR
<CITY>N BARRINGTON
<STATE>IL
<ZIP>60010
</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>3
<SEQUENCE>1
<FILENAME>pohlman3.xml
<DESCRIPTION>OWNERSHIP DOCUMENT
<TEXT>
<XML>
<?xml version="1.0"?>
<ownershipDocument>

    <schemaVersion>X0205</schemaVersion>

    <documentType>3</documentType>

    <periodOfReport>2012-03-31</periodOfReport>

    <noSecuritiesOwned>0</noSecuritiesOwned>

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

    <reportingOwner>
        <reportingOwnerId>
            <rptOwnerCik>0001259764</rptOwnerCik>
            <rptOwnerName>POHLMAN RANDOLPH A</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>0</isOfficer>
            <isTenPercentOwner>0</isTenPercentOwner>
            <isOther>0</isOther>
            <officerTitle></officerTitle>
            <otherText></otherText>
        </reportingOwnerRelationship>
    </reportingOwner>

    <derivativeTable>
        <derivativeHolding>
            <securityTitle>
                <value>Option to purchase common stock</value>
            </securityTitle>
            <conversionOrExercisePrice>
                <value>.82</value>
            </conversionOrExercisePrice>
            <exerciseDate>
                <value>2013-03-31</value>
            </exerciseDate>
            <expirationDate>
                <value>2017-03-31</value>
            </expirationDate>
            <underlyingSecurity>
                <underlyingSecurityTitle>
                    <value>Common Stock</value>
                </underlyingSecurityTitle>
                <underlyingSecurityShares>
                    <value>12500</value>
                </underlyingSecurityShares>
            </underlyingSecurity>
            <ownershipNature>
                <directOrIndirectOwnership>
                    <value>D</value>
                </directOrIndirectOwnership>
            </ownershipNature>
        </derivativeHolding>
        <derivativeHolding>
            <securityTitle>
                <value>Option to purchase common stock</value>
            </securityTitle>
            <conversionOrExercisePrice>
                <value>.82</value>
            </conversionOrExercisePrice>
            <exerciseDate>
                <value>2014-03-31</value>
            </exerciseDate>
            <expirationDate>
                <value>2017-03-31</value>
            </expirationDate>
            <underlyingSecurity>
                <underlyingSecurityTitle>
                    <value>Common Stock</value>
                </underlyingSecurityTitle>
                <underlyingSecurityShares>
                    <value>12500</value>
                </underlyingSecurityShares>
            </underlyingSecurity>
            <ownershipNature>
                <directOrIndirectOwnership>
                    <value>D</value>
                </directOrIndirectOwnership>
            </ownershipNature>
        </derivativeHolding>
    </derivativeTable>

    <ownerSignature>
        <signatureName>/s/ Randolph A. Pohlman</signatureName>
        <signatureDate>2012-04-10</signatureDate>
    </ownerSignature>
</ownershipDocument>
</XML>
</TEXT>
</DOCUMENT>
</SUBMISSION>
