ITV1 to broadcast teleshopping programme
ITV is launching a new teleshopping programme on ITV1 called The Zone.
Produced with QVC and NetPlayTV, The Zone will broadcast from 12am to 2pm on ITV1 from May in a six month trial.
The move follows Ofcom’s decision last year to relax rules around teleshopping and gaming on TV.
The rule change means that teleshopping programming is now allowed on public service broadcast channels between midnight and 6am.
As part of The Zone, NetPlayTV will supply a 30 minute interactive bingo show, backed by a TV advertising campaign, as well as online, and press marketing.
Martin Higginson, group chief executive of NetPlayTV, said: “This agreement is a huge breakthrough for the Company, and whilst the new format has been costly to develop and, is as yet unproven, we believe the potential upside to be significant.
“We believe transactional TV is here to stay, and we have the ability to deliver a format that works.”
William Van Rest, ITV controller of TV shopping and gaming, said: “ITV’s The Zone is a six-month trial of teleshopping material following the Ofcom rule change last year.
“Soft gaming products such as bingo are extremely popular amongst our audience and we look forward to introducing NetPlay TV’s range of innovative formats to our audience as part of this trial.”