Consumer products company JML is to launch a 24-hour shopping channel to rival QVC and Ideal World in a new partnership with ITV.
The channel, which will be named “The Store” is expected to feature television presenters such as Melanie Sykes and Frankie Essex and will launch on October 1st.
James Penfold, head of partnerships and ventures at ITV, said: “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.”
