Home shopping retailer JML is to launch its first TV channel on October 1 called The Store, broadcasting seven days a week.
JML has created what it terms a ‘chatmercial’ – combining an infomercial and chat show format filmed in front of an audience – for the new channel.
The store will launch on October 1 and broadcast seven days a week, 24 hours a day on Sky channel 642, FreeSat channel 809 and some content will be streamed on ITV.com.
It will also broadcast up to seven hours a day on Freeview channel 39 and The Store chatmercials will continue to air two hours per week on Sunday nights on ITV.
The channel complements its exisitng channel JML Direct which is on Sky 641.
A range of brands and exclusive celebrity beauty products will feature on the channel and the launch line-up includes Bollywood Professional cosmetics, The Only Way Is Essex star Frankie Essex’s hair products, model Chloe Sims’ tanning range and TV presenter Matt Roberts’ Nutritional Solutions range.
JML group marketing and commercial director Hannah Treble said: “The Store is an engaging, fresh format for a shopping channel and we are really excited to be bringing this to market with ITV.
“With the UK TV home shopping market worth at least £1bn and growing, it’s a great opportunity for us and our future retail partners. The Store is a prime example of a true multichannel venture.”