Multi-channel home shopping retailer, Ideal Shopping Direct, has partnered with ITV to broadcast live shopping hours from Ideal World, on TV channel ITV1 from today.

This partnership will allow Ideal Shopping Direct the opportunity to broaden the reach of its two flagship brands – Ideal World and Create and Craft - to a new audience.

Currently UK customers can access both Ideal World Create and Craft via Freeview, Sky, Virgin, Apple TV, Amazon Fire, mobile apps and online at their respective websites, www.idealworld.tv and createandcraft.com

Ideal Shopping Direct CEO Jamie Martin said: “ITV1 is the premiere and market-leading entertainment channel in the UK and I am delighted that Ideal World and Create and Craft will be broadcast on the number 1 TV channel in the UK. Ideal World and Create and Craft will be the first TV shopping channel in the UK to broadcast in true High Definition as specified by Sky and the multi-million pound investment in HD equipment is all part of Ideal Shopping Direct’s multi-channel retail strategy as the company navigates the digital waters of media proliferation.”

Ideal Shopping Direct will be simulcasting broadcasts to ITV between midnight and 3am from August 1.