Consumer products brand, JML, which specialises in TV home shopping experts and broadcaster ITV are extending their existing teleshopping relationship with the launch of a new shopping channel called The Store.
The move follows the debut of JML's new-format TV shopping chat show, The Store, which launched last April. The original concept, dubbed a 'chatmercial', was a hybrid infomercial and chat show-style format filmed in front of a studio audience.

The latest version, set to launch on October 1, will see the first teleshopping channel utilising this new format in the UK. JML has dubbed the channel as, "an alternative to QVC and Ideal World".

The Store channel will broadcast seven days a week, 24 hours a day on Sky channel 642, FreeSat channel 809, and with selected content streamed on ITV.com. It will also broadcast up to seven hours per day on Freeview channel 39, while The Store 'chatmercials' will continue to air for two hours every Sunday night on ITV.

The new shopping channel will showcase health, beauty, DIY, gift and home products, sold through televised demonstrations.

Its TV coverage on ITV, Sky and Freeview, will be supported by an online and mobile presence through social media outlets, such as Facebook and Twitter. Shoppers will be able to purchase products via phone or the channel's dedicated website www.thestoretv.com

JML group marketing manager 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 £1 billion 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."

ITV head of partnerships and ventures James Penfold commented: "We have been delighted with the success of the partnership with JML and the results that have been achieved through the new 'chatmercial' format. Expanding the concept into a 24-hour channel is an exciting and logical next step."