Ideal Shopping, a UK catalogue company, is hoping to rival the TV
shopping giant, QVC, with the launch of its own live interactive TV
channel, Ideal Shopping Direct.
The channel, which launches in April, will broadcast for free, 24 hours
a day on satellite channels and plans to expand to cable. It will offer
themed programming targeted at different audiences. Products and
services will include fashion, lifestyle, DIY, sports and household
Ideal Shopping has been in the direct marketing business for more than
two decades and publishes more than 57 million catalogues in the UK each
year. It will combine its interactive TV offering with traditional
direct marketing and its shopping website. Customers will be able to
place orders via the telephone or through Ideal Shopping’s website.
Paul Wright, the chief executive of Ideal Shopping, said: ’Websites are
an excellent source of detail, of comparative information and, as such,
appeal to those who have a pre-determined need. The live TV exposure
brings products and services to life and is highly effective for
creating needs and buying opportunities in the minds of casual
Ideal Shopping will showcase products for retailers and manufacturers,
as well as advertise its own products. Companies will be able to tailor
scheduling to suit their particular target audience. The channel is
aimed at a broad target audience but will inevitably appeal to
housewives and older age groups.
’Wide acceptance and understanding of the TV medium has already
translated into substantial interest in our plans from suppliers, major
advertisers and high-street names,’ Wright added.