Under Siege?

Is someone trying to exploit Steven Seagal’s name without authorization?

Promotional materials making the rounds among some television and video companies as recently as last week tout a “transactional television special” with the action star, called “Living a Good Healthy Life.” Topics listed are eating habits, vitamins, daily exercise, family eating habits and “the art of self-actualization.”

All this is news to Seagal’s representatives, who said no such authorization exists.

They said Seagal has an “item by item” merchandising agreement with an unidentified company, in which each item needs specific authorization. Although there were discussions once about a documentary, Seagal’s lawyers say, permission was denied when the company requested authorization so it could raise money.

Seagal lawyer Andrew C. Rigrod said no one has the right to put out the promotional materials. He said Seagal has no plan to make a documentary.

The identity of the company behind the deal remains something of a mystery since none of the literature we saw gave a name. One man in Florida, said to be a contact, didn’t return calls.

Amazing Litigation

Things aren’t all positive these days for Positive Response Marketing, the Los Angeles company responsible for those half-hour, early-morning “Amazing Discoveries” infomercials.

Positive Response Marketing is headed by Michael Levey, who has become something of the Phil Donahue of infomercials. Using a talk show-like format, the bubbly Levey enthusiastically pitches products such as the “Juice Tiger,” the “Human Calculator” learning program and the “Power Steamer.”

Levey has just filed suit in Los Angeles against Philadelphia-based National Media Corp., which produces the infomercials. The suit claims Positive Response is owed about $4 million for selling products. Levey also claims to share the rights to the “Amazing Discoveries” slogan.

In a statement, National Media Corp. said Levey’s claims “are entirely without merit and will be rejected by the court.”

Milken Speaks!

Former Drexel Burnham Lambert junk bond financier Michael Milken, who has always maintained a Garbo-like silence when it comes to publicity, taped an interview with Barbara Walters at his Encino home April 28. It is set to air on ABC’s “20/20” Friday night.

ABC says Milken and Walters cover topics such as his time in prison for securities fraud, why he pleaded guilty and his recently disclosed prostate cancer.

He also is expected to offer advice on “what he would invest in today,” ABC said.

Briefly . . .

Former Wickes chief, turnaround specialist and Builders Emporium pitchman Sanford C. Sigoloff has been inducted into the American College of Bankruptcy. . . . Southwest Airlines now has California- shaped boarding passes. . . . Santa Monica Bank calls a plan to bolster its finances “Operation Safe and Sound.”