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ITV plc goes shopping with JML on new channel

ITV plc is launching a new shopping channel on 1st October in partnership with JML. "The Store" will launch as a new 24 hour shopping channel, made up of 15 minute segments.

According to a report in The Independent, the channel will "take on shopping channels such as QVC and Ideal World" and "offer viewers the chance to buy products sponsored by television presenters including Melanie Sykes and the reality TV performer Frankie Essex from The Only Way is Essex."

The Store has since April 2012 operated as a overnight programme strand on the main itv channel. Dubbed a "chatmercial" service, "The Store" combines the format of a chatshow with teleshopping.

The channel will be available 24/7 on Sky channel 642 and Freesat channel 809.

On Freeview, a seven hour block will be shown on "The Zone", channel 39. Some programming will also be streamed at itv.com

The Zone on Freeview is incidentally named after the The Store's predecessor overnight shopping strand on itv, which ended in 2012. The channel uses otherwise vacant bandwidth on the stream used by citv during the day, preventing The Store from going 24/7 on Freeview at the moment.

On satellite, minor changes to services on transponders used by ITV plc channels have been reported, with a test stream for The Store appearing this morning on Astra 1N, 10758 V.

  • updated with channel numbers 17:18, 18/09/2013