JML in partnership with ITV are launching a 24-hour home shopping channel called The Store.
The channel will use an infomercial and chat show hybrid format filmed in front of a studio audience, known as 'chatmercial'. The format has been trialled on ITV overnights.
Health, beauty, gift and home products will feature including Frankie Essex's hair products, Melanie Sykes' Active Woman supplements and Chloe Sims' tanning range. The channel's main presenter will be Sarah Heaney who fronts the teleshopping strand on ITV.
The Store launches 1 October on Sky (642), FreeSat (809) and Freeview (39) with selected content available at ITV.com.